‘TODAY’ IS #1 IN THE DEMO

TODAY Tops GMA in the Key Demo for 63 Straight Weeks, Best Streak In More Than 4 Years

TODAY’s Key Demo Lead Over GMA Is Up 94% Vs. a Year Ago 

TODAY’s Demo Wins Over GMA Have Reached 5-YeaHighs, Season to Date

NEW YORK – March 14, 2017 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” once again in the key demo A25-54.  TODAY has now won 63 straight weeks in the key demo (79 of 80 weeks), its best streak in more than four years. TODAY also grew its key demo lead over GMA by a giant 94% versus a year ago. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 36% closer (-167,000 versus -262,000) versus last season.

Additionally, TODAY won the February sweep in the key demo, and last year, TODAY won eight weeks in total viewers including the week of the presidential election, the month of December, and the third quarter.

TODAY HIGHLIGHTS:

 TODAY averaged 1.636 million A25-54 viewers, outperforming GMA by +155,000 (+11%) and CBS by +567,000 (+53%)

• TODAY has ranked #1 among A25-54 viewers for 63 consecutive weeks (best streak in over four years) and 79 of the last 80 weeks
• This was TODAY’s best A25-54 lead over GMA in three weeks and an improvement of 58% week-to-week (+155,000 vs. +98,000 prior week)
• Compared to the same week last season, TODAY’s demo lead over GMA was up 94% (+155,000 vs. +80,000 last year)
• TODAY delivered a 1.36 A25-54 rating, +0.13 points ahead of GMA and +0.47 points more than CBS

TODAY averaged 1.227 million A18-49 viewers, +90,000 (+8%) more than GMA and +428,000 (+65%) higher than CBS

• TODAY’s 0.96 A18-49 rating led GMA by +0.07 points and CBS by +0.34 points

TODAY averaged 4.268 million total viewers, leading CBS This Morning by +500,000 (+15%)

• This was TODAY’s biggest total viewer win over CBS in six weeks.  TODAY improved its advantage over CBS by 23% week-to-week (+691,000 vs. +564,000 prior week)
• TODAY’s total viewer delivery increased by +72,000 (+2%) week-to-week

Season-to-date:

TODAY ranks #1 among A25-54 viewers and A18-49 viewers

• TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs
• TODAY has increased its A25-54 advantage over GMA by 66% vs. last season while its A18-49 lead over GMA has improved by 8%

TODAY’s total viewer gap vs. GMA has been reduced by 36% (-167,000 vs. -262,000 last season)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 35.4 million unique visitors turning to TODAY.com in January for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 37 consecutive months (46 out of the last 47), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3.4x GMA on Yahoo’s mobile visitor number in January 2016.

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