TODAY Tops GMA in Total Viewers, A25-54 and A18-49 for Second Consecutive Quarter
TODAY Posts Best Quarterly Streak in Nearly Six Years
TODAY is #1 for 10th Straight Quarter, 31st Straight Month, and 118th Straight Week in the Key A25-54 Demo
NEW YORK – April 3, 2018 – NBC News’ TODAY posted big wins as the number-one morning show across the board for the first quarter in 2018. TODAY topped ABC’s GMA, winning outright for the second consecutive quarter, its best streak in nearly six years. Additionally, this was also TODAY’s best first quarter A25-54 demo margin over GMA in six years. TODAY was number-one in both A25-54 and A18-49 for the quarter, month and week and won its 10th straight quarter, 31st straight month and 118th straight week in the key A25-54 demo.
TODAY HIGHLIGHTS:
1st QUARTER 2018
TODAY finished #1 across-the-board for the second straight quarter
- TODAY averaged 4.286 million total viewers, leading GMA by +13,000 (+0.3%) and CBS This Morning by +780,000 (+22%)
TODAY won its 10th consecutive quarter among A25-54 viewers
- TODAY averaged 1.569 million A25-54 viewers, +191,000 (+14%) ahead of GMA and +605,000 (+63%) higher than CBS
- TODAY posted its best 1Q demo margin over GMA in six years
TODAY won its 21st consecutive quarter among A18-49 viewers
- #1 among A18-49 in 93 of the last 94 quarters (dates back to 4Q 1994)
- TODAY averaged 1.157 million A18-49 viewers, leading GMA by +164,000 (+17%) and CBS by +440,000 (+61%)
- This was TODAY’s best 1Q A18-49 lead over GMA in four years
MARCH 2018 (MONTHLY)
TODAY has been #1 among A25-54 viewers for 31 consecutive months and 32 of the last 33 months.
- TODAY averaged 1.461 million A25-54 viewers, +115,000 (+9%) higher than GMA and +532,000 (+57%) more than CBS
TODAY has ranked #1 among A18-49 viewers for 36 consecutive months
- TODAY averaged 1.057 million A18-49 viewers, outperforming GMA by +80,000 (+8%) and CBS by +376,000 (+55%)
WEEK OF MARCH 26-APRIL 1, 2018
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.71 | 12 | 3,782 | 0.77 | 992 | 1.11 | 1,340 |
| CBS THIS MORNING | 2.41 | 10 | 3,306 | 0.54 | 698 | 0.78 | 946 |
| GOOD MORNING AMERICA | 2.97 | 13 | 4,083 | 0.73 | 942 | 1.08 | 1,301 |
TODAY averaged 1.340 million A25-54 viewers, leading GMA by +39,000 (+3%) and CBS This Morning by +394,000 (+42%)
- TODAY has now ranked #1 among A25-54 viewers for 118 consecutive weeks (best streak in almost six years) and 134 of the last 135 weeks
- TODAY delivered a 1.11 A25-54 rating, +0.03 points ahead of GMA and +0.33 points more than CBS
TODAY averaged 992,000 A18-49 viewers, +50,000 (+5%) more than GMA and +294,000 (+42%) higher than CBS
- Among A18-49 viewers, TODAY has now posted 138 consecutive weekly wins and has finished #1 in 144 of the last 146 weeks and 155 of the last 159 weeks
- TODAY’s 0.77 A18-49 rating led GMA by +0.04 points and CBS by +0.23 points
TODAY averaged 3.782 million total viewers, leading CBS This Morning by +476,000 (+14%)
SEASON-TO-DATE
TODAY ranks #1 among A25-54 viewers
- Leads GMA by +178,000 and CBS by +596,000
TODAY ranks #1 among A18-49 viewers
- Leads GMA by +187,000 and CBS by +456,000
TODAY ranks #1 among total viewers
- Leads GMA by +7,000; best STD total viewer margin vs. GMA since 2011-12.
- Leads CBS by +753,000
For more information contact:
Elizabeth Kushel
NBC News
o: (212) 664-1892
c: (917) 943-8076
e: elizabeth.kushel@nbcuni.com
