TODAY Tops GMA for 23 Straight Quarters and 70 Consecutive Months in Key Demo
TODAY Narrows its Total Viewer Gap with GMA Versus Prior Quarter, Month and Week
TODAY Tops GMA in Total Viewers Last Tuesday and Wednesday
NEW YORK – June 29, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the second quarter in 2021, topping ABC’s “Good Morning America” for 23 straight quarters and 70 straight months. No other network morning show has won the key demo for as many consecutive quarters or months as TODAY. For six consecutive years, TODAY ranks first among key demo viewers season-to-date.
TODAY narrowed its total viewer gap with GMA versus last quarter, month and week, topping GMA in total viewers last Tuesday and Wednesday. Last week, TODAY had the biggest increase of A25-54 viewers among the morning shows, widening its advantage over GMA by 17% and posting its best A25-54 delivery in four weeks.
Additionally, TODAY Digital reached over 50M monthly unique visitors throughout the second quarter of 2021, ranking among its top three quarters on record. TODAY All Day, the show’s 24/7 streaming channel, is pacing to have its strongest quarter yet (up +12% versus the previous quarter.)
TODAY HIGHLIGHTS
2ND QUARTER 2021
TODAY was the #1 morning show in A25-54 for the 23rd consecutive quarter
- TODAY averaged 905,000 A25-54 viewers, leading GMA by +59,000 (+7%) and CBS This Morning by +358,000 (+65%)
- No other network morning show has been #1 in the key demo for as many consecutive quarters as TODAY
TODAY ranked #1 in A18-49 for the 34th consecutive quarter and 106th of the last 107 quarters (dating back to 4Q 1994)
- TODAY averaged 651,000 A18-49 viewers, topping GMA by +81,000 (+14%) and CBS by +254,000 (+64%)
- No other network morning show has ranked #1 in A18-49 for as many consecutive quarters as TODAY
TODAY improved its total viewer gap vs. GMA compared to both prior quarter and prior year
- TODAY averaged 3.183 million total viewers, leading CBS by +547,000 (+21%)
- Compared to 2Q 2020, TODAY’s total viewer gap vs. GMA was 30% closer (-91,000 vs. -130,000 prior year)
- TODAY narrowed its total viewer gap with GMA by 39% compared to the prior quarter (-91,000 vs. -150,000 in 1Q 2021) while improving its lead over CBS by 7% (+547,000 vs. +512,000 in 1Q 2021)
TODAY Digital reached over 50M monthly unique visitors throughout 2Q21TD, ranking among the top 3 quarters on record
- TODAY continues to be the only standalone brand to rank among the Top 10 Lifestyle brands with monthly unique visitors (52M) and also ranks among the Top 10 Lifestyle brands in video views (65M)
- TODAY All Day added additional content in 2Q21 and is pacing to have its strongest quarter yet (up +12% vs. previous quarter) with additional distribution partners and increased consumption on various platforms
JUNE 2021
TODAY ranked as the #1 morning show among A25-54 viewers for the 70th consecutive month
- TODAY averaged 859,000 A25-054 viewers, leading GMA by +33,000 (+4%) and CBS This Morning by +373,000 (+77%)
- No other network morning show has ranked #1 in A25-54 for as many consecutive months as TODAY
- TODAY’s demo lead over CBS improved by 5% compared to May (+373,000 vs. +354,000 prior month)
TODAY was the #1 morning show in A18-49 for the 75th consecutive month
- TODAY averaged 602,000 A18-49 viewers, leading GMA by +36,000 (+6%) and CBS by +252,000 (+72%)
- No other network morning show has ranked #1 in A18-49 for as many consecutive months as TODAY
TODAY improved its total viewer gap vs. GMA compared to both prior month and prior year
- TODAY averaged 3.162 million total viewers, leading CBS by +630,000 (+25%)
- Compared to June 2020, TODAY cut the total viewer gap with GMA by 74% (-47,000 vs. -183,000 prior year)
- Month-over-month, TODAY reduced the total viewer gap with GMA by 64% (-47,000 vs. -130,000 in May) and increased its lead over CBS by 20% (+630,000 vs. +525,000 in May)
WEEK OF JUNE 21 – 27, 2021
TODAY averaged 872,000 A25-54 viewers, leading GMA by +56,000 (+7%) and CBS This Morning by +425,000 (+95%)
- TODAY has been the #1 ranked morning show in A25-54 for 300 of the last 304 weeks
- This was TODAY’s best A25-54 delivery in four weeks
- Compared to the same week last season, TODAY’s demo lead over CBS increased by 10% (+425,000 vs. +385,000 prior year)
- Week-over-week, TODAY posted the biggest increase of A25-54 viewers among the morning shows (+16,000) while widening its advantage over GMA by 17% (+56,000 vs. +48,000 prior week) and CBS by 11% (+425,000 vs. +383,000 prior week)
TODAY averaged 592,000 A18-49 viewers, leading GMA by +21,000 (+4%) and CBS by +264,000 (+80%)
- TODAY has been the #1 morning show in A18-49 for 303 of the last 307 weeks
TODAY averaged 3.190 million total viewers, +752,000 (+31%) higher than CBS This Morning
- TODAY won back-to-back mornings among total viewers: Tuesday and Wednesday
- This was TODAY’s biggest weekly advantage over CBS in 30 weeks (since Thanksgiving Week, 11/23/2020)
- Compared to the same week last season, TODAY closed the total viewer gap vs. GMA by 86% (-36,000 vs. -257,000 prior year) and increased its lead over CBS by 3% (+752,000 vs. +728,000 prior year)
- Week-over-week, TODAY posted the biggest increase of total viewers among the morning shows (+69,000), narrowed the gap with GMA by 45% (-36,000 vs. -65,000 prior week) and widened its advantage over CBS by 25% (+752,000 vs. +604,000 prior week)
TODAY DIGITAL reached 11.6M unique visitors
- The brand also reached 30M total video starts
- TODAY All Day saw 84K hours viewed and 855K, above its prior 13-week average thanks to new distribution sources
2020-21 SEASON-TO-DATE (9/21/2020-6/27/2021)
TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years
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