‘TODAY’ WINS BIG, #1 OUTRIGHT FRIDAY

TODAY Tops GMA in Total Viewers and All Demos Friday, Its Best Single-Day Audience Since December 2016

TODAY Posts Its Narrowest Total Viewer Gap (26k) with GMA In 9 Months

TODAY Hits Best Total Viewer Delivery Since January and Best Key Demo Delivery Since February 

TODAY Is #1 in the Key Demo for 89 Straight Weeks, Best Streak in More Than 5 Years

NEW YORK – September 14, 2017 – Once again, more viewers turn to NBC News’ TODAY during breaking news. On Friday, as news of Hurricane Irma unfolded, TODAY was the number-one morning show outright topping ABC’s “Good Morning America” in total viewers and all demos.  For the week, TODAY came within just 26k total viewers of GMA, its closest total viewer margin in nine months. TODAY posted its best weekly total viewer delivery since January and its biggest single-day total viewer delivery since December.  TODAY also won the week in the key demo A25-54 marking 89 straight weeks in the top spot (105 of the last 106 weeks), its best streak in more than five years. The win marks TODAY’s best weekly key demo average since February.

TODAY HIGHLIGHTS:

TODAY posted multi-week delivery highs across-the-board and improved advantage/gaps vs. GMA and CBS

On Friday, TODAY had its biggest single-day P2+ win since last December and best A25-54 advantage since May

TODAY averaged 1.676 million A25-54 viewers, leading GMA by +187,000 (+13%) and CBS This Morning by +698,000 (+71%)

• TODAY has ranked #1 among A25-54 viewers for 89 consecutive weeks (best streak in over five years) and 105 of the last 106 weeks
• A25-54 viewership for TODAY was the highest in 30 weeks (since the week of 2/6/2017)
• Week-over-week, TODAY saw the biggest growth (+8%, or +129,000) compared to GMA (+6%) and CBS (+5%)
• TODAY’s A25-54 lead hit a 10-week high vs. GMA (since week of 6/26/2017) and a 38-week high vs. CBS (since week of 12/12/0217)
• TODAY delivered a 1.39 A25-54 rating, +0.16 points ahead of GMA and +0.58 points more than CBS

TODAY averaged 1.275 million A18-49 viewers, +192,000 (+18%) more than GMA and +586,000 (+85%) higher than CBS

• A18-49 viewership for TODAY was the highest in 32 weeks (since week of 1/23/2017)
• Week-to-week, TODAY’s A18-49 lead over GMA grew by 16% (+192,000 vs +166,000 prior week) and also grew over CBS by 14% (+586,000 vs. +515,000 prior week)
• A18-49 advantage over CBS hit a 38-week high (since week of 12/12/2016)
• TODAY’s 0.99 A18-49 rating led GMA by +0.15 points and CBS by +0.46 points

TODAY averaged 4.518 million total viewers, leading CBS This Morning by +801,000 (+22%)

• TODAY posted its eighth consecutive week of total viewer growth, hitting its biggest delivery since the week of 1/9/2017 (an 34-week high)
• This was TODAY’s closest total viewer margin vs. GMA since the week of 12/19/2016, reducing the gap by 85% week-over-week (-26,000 vs. -173,000) and 62% year-over year (-26,000 vs. -68,000)
• TODAY posted the biggest total viewer growth week-over-week (+9%, or +375,000)
• TODAY’s total viewer advantage vs. CBS was the highest in 34 weeks (week of 1/9/2017)
• TODAY’s total viewers was up +3% (+110,000) vs. prior year (vs. ABC +2%, CBS +13%)           

Season-to-date:

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

• Season-to-date, TODAY leads GMA by +13% (+186,000) among A25-54 viewers and +18% (+178,000) among A18-49 viewers

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. 

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For more information contact:

Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205