TODAY Delivers Its Best Key Demo Streak in More Than 3 Years
TODAY Is the Only Morning Program to Grow in Total Viewers Versus Prior Year
TODAY Remains #1 in the Key Demo, For Past 9 Years
NEW YORK – December 10, 2024 – For the first time in 13 years, TODAY is the top-rated morning show across the board in total viewers, A25-54 and A18-49. Last week, TODAY topped ABC’s “Good Morning America” in total viewers and the key demo and won every mornings across the board, its first 5-day sweep in seven years (non-Olympics). Additionally, TODAY was the only morning program to grow its total viewership versus prior year.
TODAY is now leading in total viewers for the first time in 13 seasons and is posting its biggest key demo lead in 8 seasons, versus GMA.
TODAY HIGHLIGHTS:
Source: Nielsen Panel, L+SD, 12/2/2024-12/8/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY NOW #1 ACROSS THE BOARD SEASON TO DATE
- TODAY is the #1 morning show across-the-board for the 6th week in a row, best streak since December 2019
- TODAY won all five mornings in total viewers, its first 5-day sweep during a non-Olympics week since November 2017
- #1 in A25-54 for 69 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
- 20th straight week of beating GMA by at least 100,000 demo viewers, longest such run since December 2016
- #1 in A18-49 for the 70th consecutive week – longest win streak in over 3 years (since May 2021)
- Vs prior year, TODAY improved its A25-54 demo lead vs. GMA YoY for the 54th consecutive week, longest streak in over 25 years (since January 1999)
- In 2024-to-date, TODAY trails GMA by just -37,000 total viewers, its closest mark in 12 years
- Season-to-date, TODAY is the #1 morning show across the board in total viewers, A25-54, and A18-49
TODAY averaged 2.803 million total viewers, beating Good Morning America by +67,000 (+2%) and leading CBS Mornings by +707,000 (+34%)
- TODAY beat GMA in total viewers for the sixth consecutive week and 11th time this year. TODAY has also outperformed CBS for 1,686 consecutive weeks (since week of 8/10/1992).
- TODAY won all five mornings in total viewers, its first 5-day sweep during a non-Olympics week since November 2017
- Compared to the same week last year, TODAY was the only morning show to grow its total viewership (+47,000, up +2%), reversed a gap turn into a win vs. GMA 148% (+77,000 vs. -159,000 prior year) and improved its lead vs. CBS by 30% (+721,000 vs. +556,000 prior year)
TODAY averaged 684,000 A25-54 viewers, beating GMA by +214,000 (+46%) and leading CBS by +281,000 (+70%)
- TODAY has been the #1 morning show for 69 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,686 straight weeks (since week of 8/10/1992)
- This was TODAY’s 20th straight week of beating GMA by at least 100,000 demo viewers, its longest such run since December 2016
- Compared to prior year, TODAY improved its A25-54 advantage vs. GMA by 45% (+214,000 vs. +148,000 prior year) and vs. CBS by 8% (+281,000 vs. +261,000 prior year)
TODAY averaged 445,000 A18-49 viewers, beating GMA by +163,000 (+58%) and leading CBS by +182,000 (+69%)
TODAY Digital had 6.9M unique visitors
- The brand drove 20.6M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/23/2024-12/8/2024)
TODAY is the #1 ranked morning show across the board this season
Total Viewers:
- TODAY leads GMA by +3,000 total viewers, a reversal from the -217,000 gap seen at this point last season. This is TODAY’s first season lead in 13 years (since 2011-12)
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