TODAY Wins Key Demo For the Year, Quarter, Month and Week
TODAY Grows in Key Demo Quarter Over Quarter And More Than Doubles Demo Lead Versus GMA Week Over Week
TODAY Is the Only Morning Program To Grow Across the Board Versus the Same Week Last Season
TODAY Is #1 in Key Demo Season to Date for 8th Straight Year
NEW YORK – December 28, 2022 – NBC News’ TODAY was the number-one morning show for 2022, topping ABC’s “Good Morning America” in the key demo. TODAY has now won A25-54 for 7 straight years. No other network morning show has won the key demo for as many consecutive years as TODAY.
TODAY posted its first quarterly win in the key demo since first quarter 2022. Versus the prior quarter, TODAY grew in the key demo and also posted the largest gains versus the competition in the key demo and total viewers. Additionally, TODAY narrowed the total viewer gap with GMA versus the prior quarter and week.
TODAY was number one in the key demo for the month of December, its first back-to-back demo win since March 2022.
Last week, TODAY won in the key demo, more than doubling its demo lead versus GMA. TODAY was the only morning show to increase its viewership across the board since the same week last season and posted the largest viewership gains of the morning shows.
Season to date, TODAY is the top-rated morning show in the key demo A25-54 for eight years straight and number-one in A18-49 for ten years straight.
TODAY Digital delivered 48 million monthly unique visitors in 2022 and ranked among the top three leading lifestyle and entertainment brands. In November, TODAY reached its largest audience since March 2022 with 51 million unique visitors.
2022 BROADCAST YEAR
Key Points:
- TODAY is the #1-ranked morning show on television in A25-54 for the 7thconsecutive year
- TODAY is #1 among A18-49 viewers for the 31st consecutive year
TODAY averaged 759,000 A25-54 viewers, leading GMA by +11,000 (+1%) and CBS Mornings by 233,000 (+44%)
- TODAY ranked #1 in A25-54 for the 7th consecutive year
TODAY averaged 537,000 A18-49 viewers, leading GMA by +29,000 (+6%) and CBS by +177,000 (+49%)
- TODAY ranked #1 in A18-49 for the 31st consecutive year
TODAY averaged 2.936 million total viewers, leading CBS by +507,000 (+21%)
In 2022, TODAY Digital delivered 48 million monthly unique visitors and ranked among the top three leading lifestyle and entertainment brands.
4TH QUARTER 2022
Key Points:
- TODAY posted its first quarterly win in A25-54 since 1Q22 and saw the biggest demo viewership increase vs. prior quarter (3Q’22)
- TODAY has ranked #1 in A18-49 for 111 of the last 113 quarters
TODAY averaged 759,000 A25-54 viewers, leading GMA by +20,000 (+3%) and CBS Mornings by +218,000 (+40%)
- TODAY was the #1 morning show during 4Q among A25-54 viewers for the 8thconsecutive year
- Versus prior quarter, TODAY posted the biggest A25-54 viewership increase (+105,000, or up +16%) and improved its demo lead over CBS by 29% (+218,000 vs. +169,000 prior quarter)
TODAY averaged 542,000 A18-49 viewers, leading GMA by +36,000 (+7%) and CBS by +166,000 (+44%)
- Versus prior quarter, TODAY saw the biggest A18-49 viewership growth (+85,000, or up +18%) increased its lead over CBS by 11% (+166,000 vs. +149,000 prior quarter)
TODAY averaged 2.967 million total viewers, leading CBS by +510,000 (+21%)
- Versus prior quarter, TODAY posted the biggest gain in total viewers (+269,000, or up +10%), narrowed the gap with GMA by 17% (-250,000 vs. -301,000 prior quarter), and improved its lead over CBS by 33% (+510,000 vs. +384,000 prior quarter)
DECEMBER 2022
Key Points:
- TODAY ranked #1 in A25-54 for the 2nd straight month, its first back-to-back monthly wins since Mar22/Apr22
- TODAY ranked #1 in A18-49 for the 4th consecutive month
TODAY averaged 770,000 A25-54 viewers, leading GMA by +10,000 (+1%) and CBS Mornings by +232,000 (+43%)
- TODAY was the #1 morning show in A25-54 for the 2nd month in a row
TODAY averaged 548,000 A18-49 viewers, leading GMA by +32,000 (+6%) and CBS by +175,000 (+47%)
- TODAY has ranked #1 in A18-49 for the 4th consecutive month and in 91 of the last 93 months
TODAY averaged 3.035 million total viewers, leading CBS by +497,000 (+20%)
In November, TODAY reached its largest audience since March 2022 with 51M unique visitors
- It was TODAY’s 2nd straight month of delivering more than 50M unique visitors
- TODAY continued to rank among the top three leading lifestyle and entertainment brands
WEEK of 12/19/2022
Note: TODAY and CBS Mornings are based on a 4-day averages (Mon-Thu).
KEY POINTS:
- TODAY has ranked #1 in A25-54 8 of the last 10 weeks and 11 of the last 16 weeks (including one tie)
- Vs. prior week, TODAY posted the largest viewership gains in the 3NET and improved its competitive margins across-the-board
- TODAY more than doubled its demo lead over GMA, increased its A18-49 lead by 86%, and narrowed the total viewer gap by 15% vs. prior week
- TODAY was the only morning shows to increase its viewership across-the-board vs. the same week last season (A25-54, A18-49, and total viewers)
- Season-to-date through Week 14, TODAY ranks #1 in A25-54 for the 8thconsecutive year and in A18-49 for the 10th year in a row
TODAY averaged 809,000 A25-54 viewers, beating ABC by +26,000 (+3%) and leading CBS by +275,000 (+51%)
- TODAY has ranked #1 in 8 of the last 10 weeks in A25-54 (also 11 of the last 16 weeks) and beaten CBS for 1,584 consecutive weeks (since 8/10/1992)
- Week-over-week, TODAY increased its A25-54 viewership by +42,000 (up +5%) and improved its advantages over both GMA (up 271%) and CBS (24% higher)
- Versus the same week last season, TODAY grew its demo audience by +52,000 (up +7%) and increased its lead over CBS by 16% (+275,000 vs. +238,000 prior year)
TODAY averaged 579,000 A18-49 viewers, beating ABC by +39,000 (+7%) and leading CBS by +209,000 (+56%)
- TODAY has ranked #1 over ABC for 11 consecutive weeks (since 10/10/2022) and ranked ahead of CBS for 1,584 straight weeks (since 8/10/1992)
- Week-over-week, TODAY added +39,000 A18-49 viewers (up +7%) and widened its advantages over GMA by 86% (+39,000 vs. +21,000 prior week) and CBS by 36% (+209,000 vs. +154,000 prior week)
- Compared to the same week last season, TODAY increased its A18-49 audience by +21,000 (up +4%), more than doubled its lead over GMA (+39,000 vs. +15,000 prior year) and improved its lead over CBS by 36% (+209,000 vs. +186,000 prior year)
TODAY averaged 3.127 million total viewers leading CBS by +575,000 (+23%)
- TODAY has beaten CBS for 1,584 consecutive weeks (since 8/10/1992)
- Versus prior week, TODAY’s total viewership rose by +81,000 (up +3%) as it reduced the gap with GMA by 15% (-318,000 vs. -375,000 prior week) and improved its lead over CBS by 15% (+575,000 vs. +502,000 prior week)
- Compared to the same week last season, TODAY added +96,000 (+3%) to its total viewership.
TODAY had its fifth straight week of audience growth with 17.4M unique visitors (6% WoW, 53% YoY)
- The brand drove 23M video views across on and off net platforms (11% YoY)
2022-23 SEASON-TO-DATE (9/19/2022-12/25/2022)
TODAY ranks #1 in A25-54 at this point of the season for the 8th consecutive year and in A18-49 for the 10th year in a row
###
