‘TODAY’ WINS DEMO, GROWS LEAD

TODAY Tops GMA in the Key Demo for 85 Straight Weeks, Best Streak in More Than 4 Years 

TODAY Delivers 8-Week Highs in All Demos and Biggest Week-to-Week Growth Across the Board

TODAY Posts Largest Demo Lead in 6 Weeks and Narrowest Total Viewer Gap with GMA in 7 Months

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

TODAY Grows Its Key Demo Advantage Over GMA Vs. Last Season 

NEW YORK – August 15, 2017 – NBC News’ TODAY was the number-one morning show topping ABC’s “Good Morning America” yet again in the key demo A25-54 for the week. TODAY has now won 101 of the last 102 weeks in the key demo (85 straight weeks), its best streak in more than four years. Of the morning news shows, TODAY delivered the biggest week-to-week growth across the board posting eight-week highs among A25-54 and A18-49.  TODAY also had its best key demo  delivery in eight weeks and widest advantages over GMA in six weeks. TODAY posted its best total viewer delivery in seven weeks, and its closest total viewer gap with GMA in seven months, since January.

TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has increased its A25-54 advantage over GMA by 8% versus last season.

Note: Year-to year numbers are compared to last year’s Rio Olympics. 

TODAY HIGHLIGHTS:   

TODAY posted the biggest week-to-week growth across-the-board: 8-week highs among A25-54 and A18-49 demo viewers

Biggest P2+ delivery in 7 weeks, closest P2+ gap to GMA since January

TODAY averaged 1.392 million A25-54 viewers, leading GMA by +158,000 (+13%) and CBS This Morning by +567,000 (+69%)

• TODAY has ranked #1 among A25-54 viewers for 85 consecutive weeks (best streak in over four years) and 101 of the last 102 weeks
• TODAY delivered its best A25-54 delivery since the week of 6/12/2017 and widest advantages over GMA in six weeks (6/26/2017) and CBS in seven weeks (6/19/2017)
• Week-to-week, TODAY gained +79,000 A25-54 viewers, more than doubled its advantage over GMA (114%, +158,000 vs. +74,000 prior week), and increased its demo lead over CBS by 11% (+567,000 vs. +510,000 prior week)

TODAY averaged 1.027 million A18-49 viewers, +164,000 (+19%) more than GMA and +450,000 (+78%) higher than CBS

• Among A18-49 viewers, TODAY has now posted 105 consecutive wins and has been #1 in 111 of the last 113 weeks and 122 of the last 126 weeks
• TODAY delivered its best A18-49 delivery since the week of 6/12/2017 and its widest advantages over GMA in six weeks (6/26/2017) and CBS in seven weeks (6/19/2017)
• Versus prior week, TODAY was the only broadcast to gain A18-49 viewers (+49,000, or +5%) and widened its leads over both GMA (by 55%) and CBS (by 12%)
• TODAY’s 0.80 A18-49 rating led GMA by +0.13 points and CBS by +0.35 points

TODAY averaged 3.800 million total viewers, leading CBS This Morning by +580,000 (+18%)

• TODAY delivered it biggest total viewer average since the week of 6/19/2017 and closest margin to GMA since January (week of 1/9/2017)
• Week-to-week, TODAY added +105,000 total viewers and reduced the total viewer gap vs. GMA by 63% (-93,000 vs. -248,000 prior week)

Season-to-date:

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

• TODAY’s A25-54 lead over GMA is at a five-year high.
• TODAY has increased its A25-54 advantage over GMA by 8% vs. last season.

TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 33.8 million unique visitors turning to TODAY.com in July for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 43 consecutive months (52 out of the last 53), 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 3.0x GMA on Yahoo’s mobile visitor number in July 2017. 

For more information contact:

Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com

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