TODAY Topped GMA in Total Viewers and All Demos Monday
TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week
TODAY Continues to Shrink the Total Viewer Gap with GMA
NEW YORK – November 22, 2016 – NBC News’ TODAY was the number-one morning show last Monday topping ABC’s “Good Morning America” in total viewers and all demos. TODAY also won the week in the key A25-54 demo topping GMA by a giant +269,000 viewers. TODAY has now won the key demo for more than 14 consecutive months, 63 out of the last 64 weeks. TODAY continues to shrink the total viewer gap with GMA with only 99,000 viewers between the shows for the week. GMA’s averages are down the most of the morning shows versus the same week last year.
*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:
WEEK of NOVEMBER 14
| Net | HHRtg | HHShr | P2+Imps | P18-49Rtg | P18-49Imps | P25-54Rtg | P25-54Imps |
| TODAY | 3.35 | 13 | 4,664 | 1.04 | 1,331 | 1.47 | 1,767 |
| CBS THIS MORNING | 2.77 | 10 | 3,838 | 0.60 | 767 | 0.92 | 1,111 |
| GOOD MORNING AMERICA | 3.45 | 13 | 4,763 | 0.85 | 1,091 | 1.25 | 1,498 |
On Monday morning, TODAY ranked #1 across-the-board
- TODAY averaged 4.919 million total viewers, +126,000 more than GMA and +1.136 million ahead of CBS This Morning
- TODAY averaged 1.899 million A25-54 viewers, leading GMA by +407,000 and CBS by +778,000
- TODAY averaged 1.479 million A18-49 viewers, +382,000 higher than GMA and +716,000 more than CBS
For the week, TODAY averaged 1.767 million A25-54 viewers, outperforming GMA by +269,000 (+18%) and CBS This Morning by +656,000 (+59%)
- TODAY has ranked #1 among A25-54 viewers for 47 consecutive weeks and 63 of the last 64 weeks
- Compared to the same week last season, TODAY’s A25-54 advantage over GMA was up 12% (+269,000 vs. +240,000 last year)
- TODAY has now won 114 consecutive broadcasts in A25-54, dating back to June 10, 2016
- TODAY delivered a 1.47 A25-54 rating, +0.22 points ahead of GMA and +0.55 points more than CBS
TODAY averaged 1.331 million A18-49 viewers, +240,000 (+22%) more than GMA and +564,000 (+74%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 67 consecutive wins and has been #1 in 73 of the last 75 weeks and 84 of the last 88 weeks
- TODAY has won 78 consecutive broadcasts among A18-49 viewers (since July 27, 2016)
- TODAY’s 1.04 A18-49 rating led GMA by +0.19 points and CBS by +0.44 points
TODAY averaged 4.664 million total viewers, outperforming CBS This Morning by +826,000 (+22%)
- Compared to the same week last season, the total viewer gap between TODAY and GMA was 35% narrower (-99,000 vs. -153,000 last year)
Season-to-date:
- TODAY is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years
- TODAY has more than doubled its A25-54 lead over GMA versus last year (+251,000 vs. +115,000 last year)
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 33.8 million unique visitors turning to TODAY.com in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 34 consecutive months (43 out of the last 44), Today.com has reached more mobile consumers than GMA on Yahoo.
Today.com mobile unique visitors have grown +12% over the last 12 months while GMA on Yahoo declined -30% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo’s mobile visitor number in October 2016.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
