Thumps GMA in A25-54 for the Past Five Years, the Last 21 Quarters, 64 Consecutive Months, and 70 Straight Weeks
Improves Lead Over CBS Across-the-Board Versus Prior Week
NEW YORK – Dec. 30, 2020 – NBC News’ TODAY is handily the number-one morning show in the all-important key demo, winning in A25-54 for five straight years. TODAY has topped ABC’s “Good Morning America” (GMA) and CBS This Morning (CTM) for not only the past five years, but also for the last 21 quarters, 64 consecutive months and 70 straight weeks.
Last week, TODAY also widened its lead across-the-board over CTM versus the prior week.
TODAY HIGHLIGHTS:
2020 BROADCAST YEAR
TODAY has been the #1 morning show in the key A25-54 demo for five consecutive years
- TODAY averaged 1.125 million A25-54 viewers, leading GMA by +93,000 (+9%) and CBS This Morning by +466,000 (+71%)
TODAY ranked #1 among A18-49 viewers for the 29th consecutive year
- TODAY averaged 807,000 A18-49 viewers, +128,000 (+19%) higher than GMA and +357,000 (+79%) more than CBS
- TODAY’s A18-49 advantage over GMA was 24% higher than in 2019
TODAY averaged 3.577 million total viewers, leading CBS by +734,000 (+26%)
4TH QUARTER 2020
TODAY won its 21st consecutive quarters among A25-54 viewers
- TODAY averaged 1.040 million A25-54 viewers, topping GMA by +98,000 (+10%) and CBS by +420,000 (+68%)
- Compared to the prior quarter, TODAY added the most demo viewers (+70,000) and widened its advantages over GMA by 26% and CBS by 11%
TODAY ranked #1 among A18-49 viewers for the 32nd consecutive quarter
- TODAY averaged 749,000 A18-49 viewers, outperforming GMA by +125,000 (+20%) and CBS by +318,000 (+74%)
- Compared to the prior quarter, TODAY saw the biggest gain of A18-49 viewers (+62,000) and improved its leads over GMA by 16% and CBS by 8%
- TODAY’s A18-49 lead over GMA was 12% higher than the same quarter in 2019
TODAY averaged 3.372 million total viewers, leading CBS by +637,000 (+23%)
- TODAY’s total viewership increased by +127,000 (+4%) compared to the third quarter
DECEMBER 2020
TODAY finished #1 in A25-54 for the 64th consecutive month
- TODAY averaged 1.003 million A25-54 viewers, leading GMA by +65,000 (+7%) and CBS by +401,000 (+67%)
TODAY ranked #1 in A18-49 for the 69th straight month
- TODAY averaged 718,000 A18-49 viewers, +93,000 (+15%) more than GMA and +291,000 (+68%) higher than CBS
TODAY averaged 3.324 million total viewers, leading CBS by +588,000 (+22%)
WEEK #14: DECEMBER 21-27, 2020
TODAY averaged 977,000 A25-54 viewers, leading GMA by +10,000 (+1%) and CBS This Morning by +418,000 (+75%)
- TODAY’s demo lead over CBS increased by 15% compared to prior week
TODAY averaged 696,000 A18-49 viewers, topping GMA by +54,000 (+8%) and CBS by +277,000 (+66%)
- Week-over-week, TODAY improved its A18-49 lead over CBS by 2%
TODAY averaged 3.353 million total viewers, leading CBS This Morning by +692,000 (+26%)
- Compared to prior week, TODAY saw the biggest increase of total viewership among the morning news shows (+80,000, or +2%) and widened its lead over CBS by 28%
2020-21 SEASON-TO-DATE (9/21/2020-12/27/2020)
TODAY has ranked #1 in both A25-54 and A18-49 at this point of the season for 6 consecutive years
TODAY’s A18-49 lead over GMA (+125,000) is 16% higher than prior year and its biggest advantage in three seasons
Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.
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