TODAY Wins the 2017-2018 Season in the Key Demo, Its 3rd Straight Season Win
TODAY Wins the 3rd Quarter in the Key Demo, Its 12th Straight Quarter Win
TODAY Is #1 in the Key Demo for 143 Straight Weeks, Its Best Streak in Over 6 Years
NEW YORK – September 25, 2017 – TODAY was the number-one morning show for the 2017-2018 season, topping ABC’s “Good Morning America” in A25-54 and marking its third straight season win in the key demo. TODAY also won the season in A18-49, its 25th straight season win. Additionally, TODAY narrowed the total viewer gap with GMA versus the previous season by 59%, to just 59,000 viewers, the narrowest gap separating the shows in six seasons.
For the third quarter 2018, TODAY was the number-one show in the key demo, marking its twelfth straight quarter win. TODAY increased its A25-54 demo advantages over GMA by double digit percentages, 35% versus the prior quarter and 15% versus the prior year. Additionally, TODAY closed the total viewer gap with GMA by 24% versus the prior quarter.
For the week of September 17, TODAY also won the week in the demo, marking 143 straight weeks at number one, its best streak in over six years. Compared to the same week last season, TODAY’s demo lead over GMA rose by 31%. TODAY also won Monday across the board, topping GMA in total viewers and the key demos.
TODAY HIGHLIGHTS:
2017-18 SEASON
| Program | P25-54 Rtg |
P25-54 Imps |
P18-49 Rtg |
P18-49 Imps |
P2+ Imps |
| TODAY | 1.18 | 1,430 | 0.81 | 1,045 | 4,068 |
| CBS THIS MORNING | 0.72 | 872 | 0.50 | 639 | 3,312 |
| GOOD MORNING AMERICA | 1.06 | 1,280 | 0.71 | 910 | 4,146 |
TODAY ranked #1 for the third consecutive season among A25-54 viewers
- TODAY averaged 1.430 million A25-54 viewers, outperforming GMA by +150,000 (+12%) and CBs this Morning by +559,000 (+64%)
TODAY ranked #1 among A18-49 viewers for the 25th consecutive season
- TODAY averaged 1.045 million A18-49 viewers, +135,000 (+15%) ahead of GMA and +406,000 (+64%) higher than CBS
TODAY averaged 4.068 million total viewers, leading CBS by +756,000 (+23%)
- TODAY trailed GMA by just -59,000 viewers, cutting the gap by 59% vs. prior season. This was the narrowest total audience gap between the two programs in six seasons.
- TODAY’s total viewer advantage over CBS was 17% higher than during the 2016-17 season
3RD QUARTER 2018
| Program | P25-54 Rtg |
P25-54 Imps |
P18-49 Rtg |
P18-49 Imps |
P2+ Imps |
| TODAY | 1.05 | 1,264 | 0.69 | 887 | 3,718 |
| CBS THIS MORNING | 0.60 | 726 | 0.42 | 540 | 2,916 |
| GOOD MORNING AMERICA | 0.93 | 1,121 | 0.61 | 792 | 3,857 |
TODAY won its 12th consecutive quarter among A25-54 viewers
- TODAY averaged 1.264 million A25-54 viewers, leading GMA by +143,000 (+13%) and CBS by +538,000 (+74%)
- TODAY increased its advantages over GMA by double-digit percentages compared to prior quarter (up 35%) and prior year (up 15%)
TODAY has ranked #1 among A18-49 viewers for 23 straight quarters and 95 of the last 96 quarters dating back to 4Q 1994
- TODAY averaged 887,000 A18-49 viewers, +95,000 (+12%) more than GMA and +347,000 (+64%) higher than CBS
- TODAY improved its A18-49 lead over GMA by 30% vs. prior quarter
TODAY averaged 3.718 million total viewers, topping CBS by +803,000 (+28%)
- TODAY posted its biggest quarterly total viewer win over CBS in almost 2 years (since 4Q 2016)
- Versus prior quarter, TODAY closed the gap vs. GMA by 24% and improved its lead over CBS by 9%
- Versus prior year, TODAY pulled 9% closer to GMA and posted a 47% higher advantage over CBS
WEEK OF SEPTEMBER 17-23, 2018
| Program | P25-54 Rtg |
P25-54 Imps |
P18-49 Rtg |
P18-49 Imps |
P2+ Imps |
| TODAY | 1.14 | 1,371 | 0.77 | 988 | 3,884 |
| CBS THIS MORNING | 0.62 | 744 | 0.44 | 571 | 2,992 |
| GOOD MORNING AMERICA | 0.97 | 1,173 | 0.67 | 869 | 4,032 |
TODAY averaged 1.371 million A25-54 viewers, leading GMA by +198,000 (+17%) and CBS This Morning by +627,000 (+84%)
- TODAY has now ranked #1 among A25-54 viewers for 143 consecutive weeks (best streak in six years) and 159 of the last 160 weeks
- TODAY delivered a 1.14 A25-54 rating, +0.17 points ahead of GMA and +0.52 points more than CBS
TODAY averaged 988,000 A18-49 viewers, +119,000 (+14%) ahead of GMA and +417,000 (+73%) higher than CBS
- TODAY has been #1 among A18-49 viewers in 162 of the last 163 weeks
- TODAY delivered a 0.77 A18-49 rating, +0.10 points more than GMA and +0.33 points better than CBS
- TODAY has beaten GMA by at least 100,000 A18-49 viewers in five consecutive weeks, its best streak since last February
TODAY averaged 3.884 million total viewers, leading CBS This Morning by +892,000 (+30%)
- TODAY ranked #1 in total viewers on Monday (+82,000 over GMA)
- Compared to the same week last season, TODAY raised its total viewer advantage over CBS by 37%
