TODAY Wins 281 out of 283 Weeks in A25-54
TODAY Doubles Demo Lead Over GMA Versus Prior Week
TODAY Grows in Total Viewers Month Over Month
TODAY Is #1 in Key Demo Season to Date for 6th Straight Year
NEW YORK – June 2, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the month of May, topping ABC’s “Good Morning America” for 69 straight months. The win also marks 92 straight weeks (281 out of 283 weeks) in first place. TODAY grew in total viewers month over month and doubled its demo lead over GMA versus last week. For six consecutive years, TODAY ranks first among key demo viewers season-to-date.
TODAY Digital saw more than over 50 million unique visitors in May. Versus the prior week, TODAY Digital reached 14 million visitors, growing both week over week and year over year.
TODAY HIGHLIGHTS:
May 2021 (Monthly)
TODAY has been the #1 morning show in A25-54 for 69 consecutive months
- TODAY averaged 921,000 A25-54 viewers, leading GMA by +57,000 (+7%) and CBS This Morning by +354,000 (+62%)
TODAY ranked #1 in A18-49 for the 74th consecutive month
- TODAY averaged 680,000 A18-49 viewers, +102,000 (+18%) higher than GMA and +269,000 (+65%) more than CBS
- Compared to April, TODAY saw its A18-49 viewership increase by +25,000 (+4%) and higher advantages over both ABC (11% higher) and CBS (16% higher)
TODAY averaged 3.197 million total viewers, leading CBS by +525,000 (+20%)
- TODAY’s total viewer lead over CBS hit a three-month high, improving by 6% over April levels
- Compared to April, TODAY added +14,000 total viewers (+0.4%)
TODAY Digital saw more than over 50 million unique visitors in May
- TODAY had its 7th month in a row at or above 50M unique visitors in May
- TODAY All Day had its 3rd best month on record
WEEK OF MAY 24-30
TODAY averaged 907,000 A25-54 viewers, leading GMA by +70,000 (+8%) and CBS This Morning by +369,000 (+69%)
- TODAY has now ranked #1 in the key demo for 92 consecutive weeks and 281 of the last 283 weeks
- TODAY posted its best A25-54 lead over GMA in three weeks, more than doubling its lead of prior week (+70,000 vs. +26,000 prior week)
TODAY averaged 683,000 A18-49 viewers, topping GMA by +114,000 (+20%) and CBS by +286,000 (+72%)
- This was TODAY’s best A18-49 advantage over GMA in four weeks
- Week-over-week, TODAY added +4,000 A18-49 viewers and widened its lead over GMA by 37% (+114,000 vs. +83,000 prior week)
TODAY averaged 3.192 million total viewers, +627,000 (+24%) higher than CBS This Morning
- TODAY had its closest total viewer gap vs. GMA in four weeks, 22% closer than prior week (-118,000 vs. -152,000 prior week)
TODAY Digital reached 14 million visitors, growing both week over week and year over year.
- Last week, TODAY reached 14.0M unique visitors (11 % WoW, 30 % YoY) and 31M total video starts
- TODAY All Day saw 59K hours viewed and 510K video views
2020-21 SEASON-TO-DATE (9/21/2020-5/30/2021)
TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years
