TODAY Wins 78 Consecutive Months in Key Demo
TODAY Grows Across the Board Month Over Month
TODAY Posts 3-Month High in A25-54
NEW YORK – March 1, 2021 – NBC News’ TODAY was the number-one morning show in the key demo for the month of February, topping ABC’s “Good Morning America” for 78 consecutive months. The win marks 332 out of 339 weeks in first place.
Last month, TODAY grew across the board, posting a three-month high in the key demo. TODAY also grew in the key demo versus the prior week. Season to date, TODAY has been number-one in the key demo for seven years straight.
TODAY Digital had its second straight record month with 75 million unique visitors in January, surpassing 50M unique visitors for seven months in a row.
TODAY HIGHLIGHTS:
FEBRUARY 2022 (Monthly)
TODAY ranked #1 in A25-54 for the 78th consecutive month and #1 A18-49 for the 83rdconsecutive month
- Versus prior month, TODAY saw viewer growth across-the-board while improving its A18-49 lead over GMA by 10%
- Versus prior year, TODAY increased its monthly total viewer lead over CBS by 29%
TODAY averaged 900,000 A25-54 viewers, leading GMA by +58,000 (+7%) and CBS Mornings by +342,000 (+61%)
- TODAY’s A25-54 audience hit a three-month high, increasing by +20,000 viewers (+2%) over prior month.
TODAY averaged 622,000 A18-49 viewers, +75,000 (+14%) higher than GMA and +226,000 (+57%) more than CBS
- Compared to January, TODAY added +5,000 A18-49 viewers (+1%) and improved its lead over GMA by 15% (+75,000 vs. +65,000 prior month).
TODAY averaged 3.247 million total viewers, leading CBS by +705,000 (+28%)
- Month-over-month, TODAY’s total viewership increased by +28,000 (+1%).
- Compared to February 2021, TODAY’s total viewer advantage over CBS improved by 29% (+705,000 vs. +545,000 prior year).
TODAY Digital had its second straight record month with 75 million unique visitors in January, surpassing 50M unique visitors for seven months in a row.
- TODAY also continues to rank among the top 10 entities in the Lifestyle category for video views and minutes and ranks among the top 5 entities for video viewers (December 2021).
WEEK of 2/21/2022
Note: All three programs were labeled as specials on Monday (President’s Day holiday) and are based on a four-day average (Tue-Fri).
TODAY averaged 925,000 A25-54 viewers, outperforming GMA by +52,000 (+6%) and CBS Mornings by +310,000 (+50%)
- TODAY has ranked #1 in among A25-54 viewers for 332 of the last 339 weeks
- Week over week, TODAY’s demo viewership rose by +8,000 (+1%).
TODAY averaged 619,000 A18-49 viewers, leading GMA by +51,000 (+9%) and CBS by +192,000 (+45%)
- TODAY has ranked #1 among A18-49 viewers for 337 of the last 342 weeks.
TODAY averaged 3.309 million total viewers, +780,000 (+31%) more than CBS
- Compared to the same week last season, TODAY improved its total viewer lead over CBS by 10% (+780,000 vs. +709,000 prior year).
Last week, TODAY reached 12.0M unique visitors
- The brand drove 35M video views across on and off net platforms (9% WoW)
- TODAY All Day had its 2nd strongest week ever with 340K hours viewed
- TODAY podcasts had their best week since December with 309K downloads ( 37% WoW)
2021-22 SEASON-TO-DATE (9/20/2021-2/27/2022)
TODAY has ranked #1 in A25-54 at this point of the season for seven consecutive years and #1 in A18-49 for nine years in a row
