TODAY Is #1 in the Key Demo for 26 Straight Months, Its Best Streak in More Than 5 Years
TODAY Posts Its Best Key Demo Lead Over GMA in a Month
TODAY Narrows the Total Viewer Gap with GMA Year to Year
Megyn Kelly TODAY and TODAY with Kathie Lee and Hoda Post Week-to-Week Growth
NEW YORK – October 31, 2017 – – TODAY was the number-one morning show topping ABC’s “Good Morning America” in the key demo A25-54 for the Nielsen-rated month of October, marking 26 straight months in the top spot. TODAY also won the key demo for the week of October 23, its 96th straight week in first place (winning 112 of the last 113 weeks), and its best streak in more than five years. TODAY delivered its best A25-54 advantage over GMA and CBS in four weeks. Compared to the same week last year, TODAY closed the total viewer gap versus GMA by 6%.
Additionally for the week, Megyn Kelly TODAY at 9 a.m. posted its best total viewer delivery since premiere week, and grew its week-to-week average by 10%. The show also increased by 11% in the key demo versus last week. TODAY with Kathie Lee and Hoda at 10 a.m. grew 9% across the board in total viewers, A25-54, and A18-49 versus the prior week.
TODAY HIGHLIGHTS:
OCTOBER 2017
TODAY has now won its 26th consecutive month in A25-54 (and 27th of the last 28 months)
- TODAY averaged 1.483 million A25-54 viewers, +94,000 (+7%) higher than GMA and +544,000 (+58%) more than CBS This Morning
TODAY has been #1 among A18-49 viewers for 31 consecutive months
- TODAY averaged 1.114 million A18-49 viewers, leading GMA by +156,000 (+16%) and CBS by +440,000 (+65%)
WEEK OF OCTOBER 23, 2017
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.94 | 12 | 4,121 | 0.87 | 1,123 | 1.21 | 1,464 |
| CBS THIS MORNING | 2.49 | 10 | 3,435 | 0.49 | 635 | 0.73 | 884 |
| GOOD MORNING AMERICA | 3.14 | 13 | 4,323 | 0.73 | 944 | 1.14 | 1,371 |
TODAY averaged 1.464 million A25-54 viewers, leading GMA by +93,000 (+7%) and CBS This Morning by +580,000 (+66%)
- TODAY has ranked #1 among A25-54 viewers for 96 consecutive weeks (best streak in over five years) and 112 of the last 113 weeks
- Week-over-week, TODAY’s A25-54 viewership increased by +8,000, while also improving its demo leads over the competition by 6% vs. GMA and 18% vs. CBS
- These were TODAY’s best A25-54 advantages over GMA and CBS in four weeks
- TODAY delivered a 1.21 A25-54 rating, +0.07 points ahead of GMA and +0.48 points more than CBS
TODAY averaged 1.123 million A18-49 viewers, +179,000 (+19%) more than GMA and +488,000 (+77%) higher than CBS
- TODAY was the only morning program to add A18-49 viewers week-over-week (+40,000), improving its advantages over GMA by 30% and CBS by 26%
- TODAY’s 0.87 A18-49 rating led GMA by +0.14 points and CBS by +0.38 points
TODAY averaged 4.121 million total viewers, leading CBS This Morning by +686,000 (+20%)
- TODAY’s total viewer lead over CBS moved higher for the third consecutive week, hitting its highest level since the week of 9/4/2017
- TODAY total viewer gap vs. GMA was 6% narrower compared to the same week last season
SEASON-TO-DATE
TODAY ranks #1 among A25-54 viewers
- Leads GMA by +94,000 and CBS by +544,000
TODAY ranks #1 among A18-49 viewers
- Leads GMA by +156,000 and CBS by +440,000
TODAY ranks #2 among total viewers
- Trails GMA by just -153,000 and leads CBS by +601,000
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 35.5 million unique visitors turning to TODAY.com in September for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 45 consecutive months (54 out of the last 55), 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 3x GMA on Yahoo’s mobile visitor number in September 2017.
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For more information contact:
Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205
