TODAY WINS 2nd QUARTER 2016

TODAY is the No. 1 Morning Show in Key Demo for the Third Consecutive Quarter

TODAY Has Biggest Quarterly Advantage Over GMA in Four Years

TODAY Reduced Total Viewer Gap with GMA by 58% Year-Over-Year

TODAY Has Been the #1 Morning Show Among A25-54 for 42 Out of 43 Weeks

Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49

NEW YORK – June 30, 2016 – NBC News’ TODAY was the number-one morning show for the second quarter of 2016, topping Good Morning America by +180,000 in the key A25-54 demo. This marks TODAY’s third consecutively quarterly win in the demo and the biggest quarterly advantage over GMA in four year – since 2Q’12.  Year-over-year, TODAY reduced GMA’s total viewer lead by 58% (-203,000 in 2Q’16 vs. -483,000 in 2Q’15). TODAY continues as the number-one morning show in A18-49 for the quarter.

For the week of June 20, TODAY topped GMA by +200,000 in A25-54 and by +149,000  in A18-49.  TODAY has been #1 among A25-54 for 42 of the last 43 weeks.

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

2nd QUARTER 2016:

TODAY finished #1 in A25-54 for the 3rd consecutive quarter

•          TODAY averaged 1.742 million A25-54 viewers, leading GMA by +180,000 (+12%) and CBS This Morning by +673,000 (+63%)
•          TODAY won all 13 weeks in the demo during the quarter
•          This is TODAY’s biggest quarterly advantage over GMA since 2Q’12
•          TODAY’s A25-54 advantage versus GMA improved for the 7th consecutive quarter
•          Year-over-year, TODAY saw a 233,000 viewer turnaround in its A25-54 advantage versus GMA (+180,000 in 2Q’16 versus a -53,000 loss in 2Q’15)

TODAY was #1 in A18-49 for the 14th consecutive quarter and the 86th in the last 87 quarters (dating back to 4Q’94)

•          TODAY averaged 1.298 million A18-49 viewers, +153,000 (+13%) higher than GMA and +534,000 (+70%) more than CBS
•          TODAY won all 13 weeks in A18-49 during the quarter
•          TODAY posted its biggest 2Q margin over GMA since 2012
•          Versus 2Q’15, TODAY widened its A18-49 lead over GMA by 96% (+153,000 in 2Q’16 vs. +78,000 in 2Q’15)

TODAY reduced GMA’s total viewer lead by 58% year-over-year (-203,000 in 2Q’16 vs. -483,000 in 2Q’15)

•          TODAY averaged 4.622 million total viewers, outperforming CBS by +869,000 (+24%)

WEEK OF JUNE 20:

TODAY averaged 1.584 million A25-54 viewers, outperforming GMA by +200,000 (+14%) and CBS This Morning by +610,000 (+63%)

•          TODAY has been #1 among A25-54 viewers for 26 consecutive weeks and 42 of the last 43 weeks
•          This was TODAY’s best A25-54 advantage over GMA in three weeks
•          TODAY won all five mornings in A25-54, increasing its season-to-date total to 175 daily wins out of 190 rated broadcast days
•          TODAY delivered a 1.33 A25-54 rating, +0.16 points ahead of GMA and +0.51 points more than CBS.

TODAY averaged 1.170 million A18-49 viewers, +149,000 (+15%) more than GMA and +516,000 (+79%) higher than CBS

•          Among A18-49 viewers, TODAY has now posted 46 consecutive wins and has been #1 in 52 of the last 54 weeks and 63 of the last 67 weeks
•          This was TODAY’s widest lead over GMA in three weeks and over CBS in four weeks
•          TODAY has now secured 182 daily A18-49 wins out of 190 rated broadcast days season-to-date
•          TODAY’s 0.92 A18-49 rating led GMA by +0.12 points and CBS by +0.40 points

TODAY averaged 4.187 million total viewers, leading CBS This Morning by 739,000 (+21%)

•          TODAY saw its narrowest margin vs. GMA in four weeks (-197,000)

Versus the same week last season, TODAY:

•          Narrowed the total viewer gap with GMA by 27% (-197,000 last week vs. -270,000 a year ago)
•          Grew its A25-54 advantage over GMA by 190,000 viewers (+200,000 win last week vs. a +10,000 win last year)

Compared to the prior week, TODAY narrowed the total viewer gap with GMA by 41%, and more than doubled its A25-54 and A18-49 advantages over GMA

•          Total viewers: -197,000 last week vs. -332,000 during prior week
•          A25-54 viewers: +200,000 last week vs. +92,000 during prior week
•          A18-49 viewers: +149,000 last week vs. +72,000 during prior week

Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers

•          TODAY averages 1.806 million A25-54 viewers, leading GMA by +9% (+152,000) and CBS by +68% (+734,000).  TODAY’s A25-54 advantage over GMA represents a 269,000 viewer turnaround from a -117,000 deficit at this point last season.
•          In A18-49, TODAY averages 1.357 million and tops GMA by +15% (+174,000) and CBS by +77% (+590,000).  TODAY’s A18-49 lead over GMA has improved by 139,000 viewers (+397%) from last season’s +35,000 lead.
•          Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-230,000 sea

TODAY DIGITAL HIGHLIGHTS:

For the 23rd straight month, Today.com reached more consumers than GMA on Yahoo.  Over 32.7 million unique visitors turned to Today.com in May for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 29 consecutive months (38 out of the last 39), Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com mobile unique visitors have grown +18% over the last 12 months while GMA on Yahoo has grown +11% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.2x GMA on Yahoo’s mobile visitor number in May 2016.

NBC’s TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.

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For more information contact:

Lauren Skowronski
VP, Corporate Communications
212-664-2432
Lauren.Skowronski@nbcuni.com