‘TODAY’ IS #1 OUTRIGHT

TODAY Tops GMA in Total Viewers and All Demos for the Week

TODAY Notches 2nd Weekly Win in 4 Weeks, Biggest Non-Olympic Total Viewer Win in More Than 4 Years

Season-to-Date, TODAY Is Posting Its Biggest Demo Win Over GMA and Tightest Total Viewer Gap in 5 Years

NEW YORK – December 6, 2016 – NBC News’ TODAY was the number-one morning show outright last week topping ABC’s “Good Morning America” in total viewers and all demos.  This marks TODAY’s second weekly win in the last four weeks, and its biggest non-Olympic total viewer win over GMA since the week of 6/18/2012.  TODAY has now won six weeks this year in total viewers and all demos including the week of the presidential election, and TODAY also won the third quarter outright.  Additionally, TODAY has won the key demo A25-54 for more than 15 consecutive months, 65 out of the last 66 weeks.  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.

For the week of November 28, TODAY topped GMA by 105k in total viewers, 269k in A25-54, and 279k in A18-49.  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 28

TODAY ranked #1 across-the-board for the second time in the last four weeks

TODAY averaged 4.740 million total viewers, outperforming GMA by +105,000 (+2%) and CBS This Morning by +966,000 (+26%)

•  TODAY posted its biggest non-Olympics total viewer win over GMA since the week of 6/18/2012
•  TODAY had both its highest total viewer average and widest advantage over CBS in three weeks (since Election Week)
•  TODAY was the only morning news broadcast to post total viewer growth week-to-week (+2%, or +83,000)

For the week, TODAY averaged 1.819 million A25-54 viewers, outperforming GMA by +269,000 (+17%) and CBS by +690,000 (+61%)

•  TODAY has ranked #1 among A25-54 viewers for 49 consecutive weeks and 65 of the last 66 weeks
•  TODAY hit a three-week high in A25-54 viewers and was the only morning news program to increase in the demo versus prior week (+4%, or +66,000)
•  TODAY improved its demo advantage over GMA vs. both prior week (43% more) and the same week last season (by 39% higher)
•  TODAY has now won 122 consecutive broadcasts in A25-54, dating back to June 10, 2016
•  TODAY delivered a 1.51 A25-54 rating, +0.22 points ahead of GMA and +0.57 points more than CBS

TODAY averaged 1.388 million A18-49 viewers, +279,000 (+25%) more than GMA and +617,000 (+80%) higher than CBS

•  Among A18-49 viewers, TODAY has now posted 69 consecutive wins and has been #1 in 75 of the last 77 weeks and 86 of the last 90 weeks
•  TODAY hit 3-week highs in A18-49 delivery and advantages over ABC and CBS
•  TODAY was the only morning news program to increase in A18-49 week-to-week (+7%, or +90,000)
•  TODAY has won 86 consecutive broadcasts among A18-49 viewers (since July 27, 2016)
•  TODAY’s 1.08 A18-49 rating led GMA by +0.22 points and CBS by +0.48 points

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 (+250,000 vs. +121,000 last year)
•  TODAY has also reduced GMA’s total viewer lead by 61% vs. last year (-124,000 vs. -318,000 a year ago)

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