TODAY Tops GMA in Key Demo For Quarter and Month
TODAY Is #1 in Key Demo Season to Date for 8th Straight Year
NEW YORK – March 28, 2023 – NBC News’ TODAY was the number-one morning show for the first quarter in 2023, topping ABC’s “Good Morning America” in the key demo. TODAY has now won A25-54 for 28 out of 30 quarters and 4 of the last 5 months.
Last month, TODAY increased in total viewership. Season to date, TODAY has been the winner in the key demo for eight years straight and in A18-49 for 10 years straight.
TODAY Digital reached 12.3 million unique visitors last week, growing week over week.
TODAY HIGHLIGHTS:
1ST QUARTER 2023
Key Points:
- TODAY ranked #1 in A25-54 for the second straight quarter and in 28 of the last 30 quarters
- Vs. CBS, TODAY improved its demo lead vs. prior quarter (4% higher)
- TODAY ranked #1 in A18-49 for the second straight quarter and in 112 of the last 114 quarters dating back to 4Q 1994
- Vs. CBS, TODAY posted a 7% higher A18-49 lead vs. prior quarter
TODAY averaged 747,000 A25-54 viewers, leading Good Morning America by +8,000 (+1%) and leading CBS Mornings by +226,000 (+43%)
- TODAY ranked #1 in A25-54 for the second straight quarter and in 28 of the last 30 quarters
- TODAY improved its demo lead over CBS by 4% compared to prior quarter (+226,000 vs. +218,000 prior quarter).
TODAY averaged 532,000 A18-49 viewers, beating GMA by +36,000 (+7%) and CBS by +177,000 (+50%)
- TODAY ranked #1 in A18-49 for the second straight quarter and in 112 of the last 114 quarters dating back to 4Q 1994
- TODAY improved its A18-49 lead over CBS by 7% compared to prior quarter (+177,000 vs. +166,000 prior quarter).
TODAY averaged 2.893 million total viewers, leading CBS by +490,000 (+20%)
- Vs. prior quarter, TODAY and CBS were down: TODAY -2% (-73,000) vs. GMA +2% and CBS -2%
- Vs. prior year, all three programs were down: TODAY -8% (-265,000) vs. GMA -3% and CBS -4%
MARCH 2023
Key Points:
- TODAY has ranked #1 in A25-54 in 4 of the last 5 months
- TODAY improved its demo lead over CBS by 13% vs. prior month
- TODAY ranked #1 in A18-49 for the 7th consecutive month and in 94 of the last 96 months
- TODAY improved its A18-49 lead over CBS by 10% vs. prior month
- TODAY’s A18-49 lead over GMA was 10% higher than prior year
- TODAY saw the biggest increase in total viewership vs. February (+29,000 vs. prior month)
- TODAY posted its biggest monthly total viewer advantage over CBS since November and its biggest March lead in three years: advantage was 26% higher than prior month and 6% higher than March 2022
TODAY averaged 732,000 A25-54 viewers, beating ABC by +6,000 (+1%) and leading CBS by +223,000 (+44%)
- TODAY has ranked #1 in A25-54 in 4 of the last 5 months
- Month-over-month, TODAY turned its A25-54 viewership gap vs. GMA into an advantage and improved its A25-54 viewership advantage vs. CBS by 13% (+223,000 vs. +198,000 prior month)
TODAY averaged 513,000 A18-49 viewers, beating ABC by +32,000 (+7%) and leading CBS by +170,000 (+49%)
- TODAY ranked #1 in A18-49 for the 7th consecutive month and in 94 of the last 96 months
- Month-over-month, TODAY improved its A18-49 viewership advantage vs. CBS by 10% (+170,000 vs. +154,000 prior month)
- Compared to March 2022, TODAY improved its A18-49 viewership advantage vs. ABC by 10% (+32,000 vs. +29,000 prior year)
TODAY averaged 2.889 million total viewers, leading CBS by +536,000 (+23%)
- TODAY posted its biggest March advantage over CBS in total viewers since 2020
- Month-over-month, TODAY saw the biggest increase to total viewership (+29,000 vs. February) and improved its lead over CBS by +26% (+536,000 vs. +425,000 prior month).
- Compared to March 2022, TODAY improved its total viewership advantage vs. CBS by 6% (+536,000 vs. +508,000 prior year)
In January and February 2023, TODAY delivered an average 48 million unique visitors. It continued to rank as the third largest individual publisher among leading lifestyle and entertainment brands.
- Source: Comscore Media Metrix® Multi-Platform, Monthly Unique Visitors, U.S. desktop internet population 2+ and mobile internet population 13+ years old, January & February 2023. Leading Lifestyle & Entertainment brands based on Custom-Defined List that includes top individual publishers within Lifestyle and Entertainment Category.
WEEK of MARCH 20-26, 2023
KEY POINTS:
- TODAY ranked #1 in A18-49 for 9th consecutive week and the 27th time in the last 29 weeks
- TODAY sees biggest A18-49 gain week-over-week (+17,000, or +4%)
- A18-49 lead over GMA is 6 times higher than prior week (+32,000 vs. +4,000 prior week); also a small uptick in lead over CBS vs. prior week (up 3%)
- Season-to-date through Week 27, TODAY ranks #1 in A25-54 for the 8thconsecutive year and #1 in A18-49 for the 10th year in a row
TODAY averaged 698,000 A25-54 viewers, leading CBS by +206,000 (+42%)
- TODAY has now beaten CBS in the demo for 1,597 consecutive weeks (since week of 8/10/1992)
- Week-over-week, TODAY reduced its A25-54 viewership gap vs. ABC by 93% (-2,000 vs. -30,000 prior week)
TODAY averaged 499,000 A18-49 viewers, beating ABC by +32,000 (+7%) and leading CBS by +166,000 (+50%)
- TODAY has ranked #1 in A18-49 for nine consecutive weeks and 27 of the last 29 weeks while also topping CBS for 1,597 consecutive weeks (since 8/10/1992)
- Week-over-week, TODAY improved its A18-49 viewership advantage vs. ABC by 700% (+32,000 vs. +4,000 prior week) and vs. CBS by 3% (+166,000 vs. +161,000 prior week)
TODAY averaged 2.824 million total viewers, leading CBS by +508,000 (+22%)
- TODAY has now outperformed CBS for 1,597 consecutive weeks (since 8/10/1992)
- Compared to the same week last year, TODAY improved its total viewership advantage vs. CBS by 14% (+508,000 vs. +446,000 prior year)
TODAY reached 12.3M unique visitors (3% WoW, -5% YoY)
- The brand drove 34M video views across on and off net platforms (3% WoW, -8% YoY)
2022-23 SEASON-TO-DATE (9/19/2022-3/26/2023)
TODAY ranks #1 in A25-54 at this point of the season for the 8th consecutive year and in A18-49 for the 10th consecutive year
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