TODAY Tops GMA in the Key Demo For 7 Straight Quarters, 27 Straight Months
TODAY Posts Its Largest 2Q Key Demo Win Over GMA In 5 Years
GMA Posts All-Time Quarterly Demo Low
TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date
NEW YORK – June 27, 2017 – NBC News’ TODAY was the number-one morning show for the 2017 second quarter topping ABC’s “Good Morning America” in the key demo A25-54 and posting its biggest 2Q win over GMA in five years. TODAY also won the month of June in the key demo. The wins mark the 7thstraight quarter and 27thstraight month TODAY has been in first place, while GMA hit an all-time quarterly demo low. TODAY also won its 78th straight weekly win in the key demo last week, its best streak in more than four years. Additionally, TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has cut the total viewer gap with GMA by 19% season to date (-186,000 vs. -230,000 last season).
TODAY HIGHLIGHTS:
2Q’17
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.93 | 12 | 4,052 | 0.88 | 1,127 | 1.25 | 1,507 |
| CBS THIS MORNING | 2.58 | 10 | 3,543 | 0.54 | 690 | 0.80 | 965 |
| GOOD MORNING AMERICA | 3.13 | 13 | 4,264 | 0.74 | 946 | 1.10 | 1,316 |
TODAY has ranked #1 among A25-54 viewers for seven consecutive quarters
- TODAY averaged 1.507 million A25-54 viewers, leading GMA by +191,000 (+15%) and CBS by +542,000 (+56%)
- TODAY posted its biggest 2Q demo win over GMA since 2012. Versus last year, TODAY improved its lead by 6%.
- GMA hit all-time quarterly lows in A25-54. CBS had its lowest since last summer (3Q’16).
TODAY ranked #1 among A18-49 viewers for the 18th straight quarter and the 90th time in the last 91 quarters
- TODAY averaged 1.127 million A18-49 viewers, topping GMA by +181,000 (+19%) and CBS by +437,000 (+63%)
- TODAY’s 2Q A18-49 advantage over GMA improved for the third consecutive year, hitting its highest mark since 2012
- Versus 2Q’16, TODAY increased its A18-49 over GMA by 18% (+181,000 vs. +153,000 last year)
TODAY averaged 4.052 million total viewers, +509,000 (+14%) more than CBS
JUNE 2017
TODAY won its 22nd consecutive month among A25-54 viewers and its 23rd of the last 24 months
- TODAY averaged 1.437 million A25-54 viewers, +221,000 (+18%) higher than GMA and +585,000 (+69%) better than CBS
- TODAY had its best demo lead over GMA since December 2016 and biggest margin over CBS since January
- Compared to June 2016, TODAY improved its advantage over GMA by 34% (+221,000 vs. +165,000)
Among A18-49 viewers, TODAY has won 27 consecutive months
- TODAY averaged 1.066 million A18-49 viewers, leading GMA by +191,000 (+22%) and CBS by +461,000 (+76%)
- TODAY’s A18-49 lead over GMA increased for the fourth consecutive month
- TODAY posted a higher advantage over GMA than in June 2016 (by 53%)
TODAY averaged 3.934 million total viewers, leading CBS by +602,000 (+18%)
- Versus June 2016, TODAY reduced GMA’s total viewer lead by almost half (-153,000, 48% closer than last year’s -292,000 gap)
WEEK of JUNE 19-25
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.83 | 12 | 3,915 | 0.80 | 1,024 | 1.15 | 1,385 |
| CBS THIS MORNING | 2.45 | 10 | 3,345 | 0.44 | 565 | 0.68 | 816 |
| GOOD MORNING AMERICA | 3.02 | 13 | 4,090 | 0.66 | 846 | 1.00 | 1,206 |
On Wednesday, TODAY was the #1 morning news program in total viewers (+90,000), A25-54 viewers (+205,000), and A18-49 viewers (+189,000)
For the week, TODAY averaged 1.385 million A25-54 viewers, topping GMA by +179,000 (+15%) and CBS by +569,000 (+70%)
- TODAY has ranked #1 among A25-54 viewers for 78 consecutive weeks (best streak in over four years) and 94 of the last 95 weeks
- TODAY delivered a 1.15 A25-54 rating, +0.15 points ahead of GMA and +0.47 points more than CBS
TODAY averaged 1.024 million A18-49 viewers, +178,000 (+21%) more than GMA and +459,000 (+81%) higher than CBS
- Compared to the same week last season, TODAY improved its A18-49 lead over GMA by 19% (+178,000 vs. +149,000 last year)
- TODAY’s 0.80 A18-49 rating led GMA by +0.14 points and CBS by +0.36 points
TODAY averaged 3.915 million total viewers, leading CBS This Morning by +570,000 (+18%)
- TODAY added +14,000 total viewers week-to-week
- TODAY reduced GMA’s total viewer lead by 11% compared to the same week last season (-175,000 vs. -197,000 last year)
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 38% vs. last season while its A18-49 lead over GMA has improved by 11%
TODAY’s total viewer gap vs. GMA has been reduced by 19% (-186,000 vs. -230,000 last season
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 38.7 million unique visitors turning to TODAY.com in May for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 41 consecutive months (50 out of the last 51), 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 3.2x GMA on Yahoo’s mobile visitor number in May 2017.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205
