TODAY Tops GMA For 8 Straight Seasons and 4 Consecutive Quarters in Key Demo
TODAY Wins 5th Consecutive Week in Key Demo, Its Best Streak Since June
TODAY Posts 12-Week High in Total Viewers
NEW YORK – September 19, 2023 – NBC News’ TODAY was the number-one morning show in the key A25-54 demo for the 2022-23 season, topping ABC’s “Good Morning America” for eight straight seasons and four consecutive quarters. TODAY has won the key demo for the last 30 out of 32 quarters and has grown its demo lead over GMA versus the prior year.
Last week, TODAY marked its fifth straight weekly demo win, its longest streak since June. Additionally, TODAY posted a 12-week high in total viewers.
TODAY HIGHLIGHTS:
2022-23 BROADCAST SEASON
KEY SEASON POINTS:
- For the 2022-23 broadcast season, TODAY ranked #1 in A25-54 for the 8th consecutive season and #1 in A18-49 for the 30th consecutive season
- TODAY averaged 702,000 A25-54 viewers, leading GMA by +14,000 (+2%) and CBS Mornings by +201,000 (+40%)
- TODAY averaged 497,000 A18-49 viewers, leading GMA by +38,000 (+8%) and CBS by +164,000 (+49%)
- TODAY averaged 2.813 million total viewers, leading CBS by +462,000 (+20%)
3RD QUARTER 2023
KEY QUARTERLY POINTS:
- TODAY ranked #1 in A25-54 for the 4th consecutive quarter (30 of the last 32 quarters).
- TODAY ranked #1 in A18-49 for the 4th consecutive quarter (114 of the last 116 quarters dating back to 4Q 1994).
- TODAY averaged 616,000 A25-54 viewers, leading GMA by +9,000 (+1%) and CBS by +168,000 (+38%)
- TODAY averaged 429,000 A18-49 viewers, beating GMA by +36,000 (+9%) and leading CBS by +146,000 (+52%)
- TODAY averaged 2.605 million total viewers, leading CBS by +402,000 (+18%)
WEEK of 9/11/2023
Note: All three morning shows were retitled on Wednesday due to special report impact (Pennsylvania manhunt – Police news conference).
KEY POINTS:
- TODAY ranked #1 in A25-54 for the fifth consecutive week, its longest weekly winning streak since June
- 13th weekly demo win in the last 19 weeks
- TODAY’s A25-54 viewership reached a 20-week high (best since week of 4/24/2023) and its demo lead over CBS was the widest in 27 weeks (since week of 3/6/2023)
- TODAY has beaten GMA head-to-head in the key A25-54 demo for 12 consecutive mornings (since 8/23/2023), its longest unbroken daily streak since March 2022 (2/15/2022-3/3/2022)
- TODAY ranked #1 in A18-49 for the sixth consecutive week and 22nd time in the last 24 weeks
- TODAY’s A18-49 viewership hit an 18-week high (best since week of 5/8/2023) while its lead over CBS was the largest in 15 weeks (since week of 5/29/2023)
- Vs. prior year, TODAY increased its A18-49 lead over GMA by 84% and over CBS by 13%
- TODAY’s total viewership rose for the fifth week in a row, hitting a 12-week high (since 6/19/2023)
TODAY averaged 722,000 A25-54 viewers, beating GMA by +57,000 (+8%) and leading CBS by +254,000 (+54%)
- TODAY has been the #1 morning show in A25-54 for five consecutive weeks and ranked ahead of CBS for 1,622 straight weeks (since 8/10/1992)
- A25-54 viewership for TODAY reached a 20-week high (best since 4/24/23) and its demo advantage over CBS is the largest seen in 27 weeks (since 3/6/23)
- TODAY has ranked #1 for 12 consecutive rated broadcasts head-to-head vs. GMA, its longest daily unbeaten streak since March 2022
- Week-over-week, TODAY increased its A25-54 audience by +39,000 (up +6%) and improved its A25-54 viewership advantage vs. CBS by 14% (+254,000 vs. +223,000 prior week)
- Compared to the same week last season, TODAY was the only program to see a gain in A25-54 viewership (+2,000, up +0.3%) while improving its A25-54 viewership advantage vs. GMA by 5600% (+57,000 vs. +1,000 prior year) and vs. CBS by 27% (+254,000 vs. +200,000 prior year)
TODAY averaged 506,000 A18-49 viewers, beating GMA by +46,000 (+10%) and leading CBS by +197,000 (+64%)
- TODAY ranked #1 in A18-49 for the 22nd time in the last 24 weeks and beaten CBS for 1,622 consecutive weeks (since 8/10/1992)
- A18-49 viewership for TODAY reached a 18-week high (best since 5/8/23) and its advantage over CBS is the largest seen in 15 weeks (since 5/29/23)
- TODAY has now beaten GMA in A18-49 on 20 consecutive mornings, its longest daily winning streak since June
- Versus prior week, TODAY increased its A18-49 viewership by +50,000 (up +11%) and improved its A18-49 viewership advantage vs. CBS by 11% (+197,000 vs. +178,000 prior week)
- Compared to the same week last year, TODAY improved its A18-49 viewership advantage vs. GMA by 84% (+46,000 vs. +25,000 prior year) and vs. CBS by 13% (+197,000 vs. +174,000 prior year)
TODAY averaged 2.750 million total viewers, leading CBS by +506,000 (+23%)
- TODAY has beaten CBS for 1,622 consecutive weeks (since 8/10/1992)
- Total viewership for TODAY rose for the fifth week in a row, reaching a 12-week high (best since 6/19/23)
- Versus prior week, TODAY’s total viewership increased by +22,000 (up +1%)
- Compared to the same week last season, TODAY improved its total viewership advantage vs. CBS by 28% (+506,000 vs. +395,000 prior year)
TODAY Digital reached 12.4M unique visitors last week.
- The brand drove 28M video views across on and off net platforms
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