TODAY Wins 276 out of 278 Weeks in A25-54
TODAY Posts Biggest Total Viewer and Key Demo Gains of the Morning Shows Versus Prior Week
TODAY Delivers 4-Week Demo Highs Over GMA and CBS
TODAY Is #1 in Demo Season to Date for 6th Straight Year
NEW YORK – April 27, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the month of April, topping ABC’s “Good Morning America” for 68 straight months. The win also marks 87 straight weeks (276 out of 278 weeks) in first place. TODAY delivered four-week highs in its key demo viewership and advantages over GMA and CBS.
Last week, TODAY posted the most growth of the morning shows in total viewers and the key demo and grew its demo lead over GMA versus both the prior week and year. Additionally, TODAY narrowed the total viewer gap with GMA by 59% week over week.
TODAY Digital saw more than 50 million unique visitors in April, making it one of the stronger months on record. Versus the prior year, TODAY Digital’s monthly audience grew by 20%.
TODAY HIGHLIGHTS:
APRIL 2021
TODAY ranked #1 in A25-54 for the 68th consecutive month
- TODAY averaged 927,000 A25-54 viewers, leading GMA by +87,000 (+10%) and CBS This Morning by +346,000 (+60%)
TODAY ranked #1 in A18-49 for the 73rd consecutive month
- TODAY averaged 655,000 A18-49 viewers, +92,000 (+16%) higher than GMA and +231,000 (+55%) more than CBS
TODAY averaged 3.183 million total viewers, leading CBS by +492,000 (+18%)
- Month-over-month, TODAY’s total viewer lead over CBS increased by 3% (+492,000 vs. +476,000 in March)
TODAY Digital saw more than over 50 million unique visitors in April, making it one of the stronger months on record.
- April was one of TODAY’s strongest months on record as the brand surpassed 50M unique visitors for a fifth consecutive month
- In 2021, TODAY has grown its monthly audience by +20% year-over-year versus its 2020 average, according to internal analytics
- The brand remains the only standalone brand to rank among the Top 10 Lifestyle brands in Comscore with monthly unique visitors in 2021
*Source: Adobe Analytics, January – April 2021. Comscore Multiplatform Media Metrix, U.S. P13+ mobile base, January – March 2021, Lifestyles Category.
WEEK OF APRIL 19-25, 2021
TODAY averaged 969,000 A25-54 viewers, outperforming GMA by +133,000 (+16%) and CBS This Morning by +380,000 (+65%)
- TODAY has now ranked #1 in the key demo for 87 consecutive weeks and 276 of the last 278 weeks
- TODAY has led GMA by at least 100,000 A25-54 viewers in seven of the last nine weeks
- TODAY posted 4-week highs in its A25-54 viewership and advantages over both GMA and CBS
- Compared to the same week last year, TODAY’s A25-54 lead over GMA increased by 28% (+133,000 vs. +104,000 last year)
- Week-over-week, TODAY posted the biggest increase in A25-54 viewership (+46,000) and widened its leads over both GMA (up 85%) and CBS (9% higher)
TODAY averaged 684,000 A18-49 viewers, topping GMA by +143,000 (+26%) and CBS by +264,000 (+63%)
- TODAY had its highest A18-49 delivery and leads over the competition in four weeks
- Compared to the same week last season, TODAY’s A18-49 lead over GMA was up 43% (+143,000 vs. +100,000 prior year)
- TODAY was the only morning news program to increase in A18-49 viewers week-over-week (+25,000). TODAY also improved its advantages over the competition: 49% higher vs. GMA and 14% higher vs. CBS
TODAY averaged 3.284 million total viewers, +494,000 (+18%) higher than CBS This Morning
- TODAY was the top-rated morning show on Friday, tied with GMA
- TODAY’s total viewer gap vs. GMA improved by 42% versus the same week last season (-50,000 vs. -86,000 prior year)
- Week-over-week, TODAY posted the biggest increase of total viewership (+118,000), narrowed the gap vs. GMA by 59% (-50,000 vs. -122,000 prior week), and improved its lead over CBS by 14% (+494,000 vs. +434,000 prior week)
TODAY Digital
- TODAY Digital reached 15.4M unique visitors and 28M total video views last week
- TODAY All Day saw 58K hours viewed and 374K video views
- TODAY contributed last week’s top on-net video Prince William and Prince Harry share moment after funeral, which reached 920K video views
2020-21 SEASON-TO-DATE (9/21/2020-4/25/2021)
TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years
