TODAY Wins Key Demo for 8th Straight Year, a Feat No Other Morning Show Has Achieved
TODAY Triples Its Lead Over GMA Versus Prior Year
TODAY Also Wins Key Demo for the Quarter, Month and Week
TODAY Is the Only Morning Program to Grow Across the Board Versus the Prior Quarter
TODAY Tops GMA for 20 Consecutive Weeks in A25-54, Its Best Streak in 2 Years
NEW YORK – January 3, 2024 – NBC News’ TODAY was the number-one morning show for 2023, topping ABC’s “Good Morning America” in the key demo. TODAY has now won in A25-54 for eight straight years. No other network morning show has won the key demo for as many consecutive years as TODAY. Versus the prior year, TODAY tripled its demo lead over GMA. Versus the prior quarter, TODAY was the only morning program to grow across the board.
TODAY was number one in the key demo for the month of December, its best monthly advantage over GMA since August 2021. TODAY had its closest monthly total viewer gap versus GMA in more than a year.
TODAY was the number-one morning show last week, topping GMA in the key demo. TODAY marked its 20th straight weekly demo win, its longest streak since December 2021. TODAY is also the top-rated morning show in A25-54 and A18-49 season-to-date.
TODAY Digital delivered 50 million monthly unique visitors in 2023 and ranked among the top two leading lifestyle and entertainment brands.
2023 BROADCAST YEAR
KEY BROADCAST YEAR INSIGHTS:
- TODAY ranked #1 in A25-54 for the 8th consecutive year and #1 in A18-49 for the 32ndyear in a row
- Vs. GMA, TODAY’s A25-54 lead was over 3X higher than prior year while its A18-49 advantage nearly doubled
TODAY Digital reached 50M monthly unique visitors in 2023, posting elevated audience levels versus the prior year
- TODAY ranks as one of the top 2 leading lifestyle and entertainment brands in monthly unique visitors in 2023 vs 2022: #2 in 2023, #3 in 2022
- TODAY All Day had its 3rd consecutive record year with 85%+ growth vs the prior year
- TODAY had its best year on record on TikTok and Instagram.
4TH QUARTER 2023
KEY QUARTERLY INSIGHTS:
- TODAY has ranked #1 in both A25-54 and A18-49 for the 5th consecutive quarter
- Vs. GMA: TODAY posted its biggest A25-54 advantage since 2Q 2019 (18 quarters) while holding its best A18-49 lead and closest total viewer gap since 4Q 2021 (8 quarters)
- TODAY was the only morning show to increase its viewership across-the-board vs. prior quarter, growing more than GMA and CBS combined
- Vs. prior year, TODAY improved its competitive positions across the board vs. GMA and CBS
DECEMBER 2023
KEY MONTHLY INSIGHTS:
- TODAY ranked #1 in A25-54 for the 4th consecutive month
- TODAY held its best monthly A25-54 lead over GMA since August 2021 (28 months) and its widest December demo advantage in four years (2019)
- TODAY ranked #1 in A18-49 for the 16th consecutive month and 103rd time in the last 105 months (since April 2015)
- TODAY more than tripled its A18-49 lead over GMA vs. December 2022
- This was TODAY’s biggest December A18-49 win over GMA in four years (2019)
- In total viewers, TODAY had its closest monthly gap vs. GMA since November 2022 (13 months)
- Vs. prior year, TODAY improved its competitive positions across the board vs. GMA and CBS
WEEK of 12/25/2023
Note: Due to holiday-related titling, TODAY and GMA are based on 3-day averages (Tue-Thu) while CBS Mornings is based on 2-day average (Wed, Thu).
KEY WEEKLY POINTS:
- TODAY ranked #1 in A25-54 for the 20th consecutive week (TODAY’s longest weekly winning streak since December 2021) and 28th time in the last 34 weeks
- Season-to-date through Week 13, TODAY ranks #1 in A25-54 and A18-49
TODAY averaged 536,000 A25-54 viewers, beating Good Morning America by +18,000 (+4%) and CBS Mornings by +181,000 (+51%)
- TODAY has been the #1 ranked morning show in A25-54 for 20 consecutive weeks (28 of the last 34 weeks) and beaten CBS in the key demo for 1,637 weeks (every week since 8/10/1992)
TODAY averaged 360,000 A18-49 viewers, beating GMA by +16,000 (+5%) and leading CBS by +136,000 (+61%)
TODAY averaged 2.435 million total viewers leading CBS by +463,000 (+23%)
- TODAY has beaten CBS for 1,637 consecutive weeks in total viewers (since 8/10/1992)
TODAY Digital reached 12.7M unique visitors last week
2023-24 SEASON-TO-DATE (9/25/2023-12/31/2023)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +113,000 A25-54 viewers, more than 5 times higher than prior year (+19,000) and its best start to a season in five years (2018-19)
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