TODAY Tops GMA Across the Board For the Week, Its First Total Viewer Win in 2 Years (Excluding Olympics & Thanksgiving)
TODAY Tops GMA in Key Demo For Quarter, Month and Week
TODAY Grows Demo Lead Over GMA for Quarter, Month and Week
TODAY Is #1 in Key Demo Season to Date
NEW YORK – April 2, 2024 – NBC News’ TODAY was the number-one morning show outright last week, topping ABC’s “Good Morning America” in total viewers and the key demo. The win marks TODAY’s first non-Olympics/non-Thanksgiving total viewer victory in more than two years. This is TODAY’s 33rd consecutive weekly demo win, its longest streak in more than three years. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak to start the year since 2012.
Additionally, TODAY was the number-one morning show for the first quarter of 2024, topping GMA in the key demo. TODAY has now won the key A25-54 demo for the last 32 out of 34 quarters. TODAY also grew its demo lead over GMA versus the prior month and posted its biggest monthly demo win since March 2021.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage more than eight times higher over GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in five years.
HIGHLIGHTS:
WEEK of 3/25/2024
KEY WEEKLY POINTS:
- TODAY WAS THE #1 MORNING SHOW ACROSS-THE-BOARD
- This is TODAY’s first #1 rank across-the-board during a non-Olympics/non-Thanksgiving week in over 2 years (since week of 11/29/2021)
- TODAY ranked #1 in total viewers for the first time in 18 weeks (since week of 11/20/2023, Thanksgiving Week 2023)
- TODAY posted total viewer growth vs. both prior week and prior year
- TODAY ranked #1 in A25-54 for the 33rd consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020)
- TODAY has beaten GMA by at least 100,000 A25-54 viewers in 6 of the last 7 weeks (also in 18 of the 27 weeks this season)
- TODAY has now won every morning of 2024 in A25-54 (60 and counting), its longest unbroken daily demo streak to start the year since 2012
- TODAY has ranked #1 in A18-49 for 34 consecutive weeks (best A18-49 streak since May 2021)
- Versus prior week, TODAY posted more then 3 times the total viewer growth of GMA
- Versus prior year, TODAY improved its competitive position with GMA among A25-54 and total viewers for the 18th consecutive week
- Season-to-date through Week 27, TODAY ranks as the #1 morning show in A25-54 and A18-49
- TODAY’s A25-54 lead vs. GMA is more than 8x higher than last season and is its best start in five years (2018-19 season)
TODAY averaged 2.807 million total viewers, beating Good Morning America by +4,000 (+0.2%) and leading CBS Mornings by +669,000 (+31%))
TODAY averaged 688,000 A25-54 viewers, beating GMA by +165,000 (+32%) and leading CBS by +245,000 (+55%)
TODAY averaged 459,000 A18-49 viewers, beating GMA by +122,000 (+36%) and leading CBS by +146,000 (+47%)
TODAY had 13.7M unique visitors
- The brand drove 27.3M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-3/31/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +121,000 A25-54 viewers, more than 8 times higher than prior year (+14,000) and its best start to a season in five years (2018-19)
1ST QUARTER 2024
KEY QUARTERLY POINTS:
- TODAY ranked #1 in A25-54 for the 6th consecutive quarter and in 32 of the last 34 quarters
- This was TODAY’s biggest quarterly demo win over GMA in five years (since 1Q 2019, or 20 quarters)
- TODAY ranked #1 in A18-49 for the 6th consecutive quarter and in 116 of the last 118 quarters dating back to 4Q 1994
- TODAY posted its closest quarterly total viewer gap with GMA (-95,000) since 4Q 2021
- TODAY cut its total viewer gap with GMA by more than half vs. 4Q 2023 (-95,000 vs. -204,000 prior quarter) and by 75% vs. 1Q 2023 (-95,000 vs. -385,000 prior year)
Among A25-54:
- TODAY averaged 689,000 A25-54 viewers, beating GMA by +130,000 (+23%) and leading CBS by +216,000 (+45%)
Among A18-49:
- TODAY averaged 469,000 A18-49 viewers, beating GMA by +107,000 (+30%) and leading CBS by +159,000 (+51%)
In total viewers:
- TODAY averaged 2.793 million total viewers, leading CBS by +554,000 (+25%)
TODAY Digital has seen 56 million monthly unique visitors, growing 16% versus 1Q 2023. The brand has seen more than 50 million unique visitors for each of the last six months and continues to rank as the second largest individual publisher among leading lifestyle and entertainment brands
- In 1Q 2024, TODAY reached a top 5 quarter across both TikTok & Instagram with double-digit growth versus prior year
- In March, TODAY saw well over 100M views on both TikTok and Instagram, also up double-digits versus prior year
- TODAY continued to surpass GMA on both TikTok and YouTube for the 8th straight month
MARCH 2024
KEY MONTHLY POINTS:
- TODAY has ranked #1 in A25-54 for 7 consecutive months
- This was TODAY’s biggest monthly demo win over GMA in three years (since March 2021)
- TODAY topped GMA by at least 100,000 A25-54 viewers for the 5th month in a row, its best streak since May 2019
- TODAY was the only morning show to increase its A25-54 delivery vs. prior month (up +9,000), helping widen its A25-54 lead over GMA by 36% (+144,000 vs. +106,000 prior month) and over CBS by 47% (+249,000 vs. +169,000 prior month).
- TODAY ranked #1 in A18-49 for the 19th consecutive month and the 106th time in the last 108 months
- TODAY posted its closest monthly total viewer gap vs. GMA since November 2021 and its biggest advantage vs. CBS in over two years (since February 2022 – Beijing Olympics)
- Versus GMA, TODAY cut its total viewer gap by 47% compared to prior month (-61,000 vs. -116,000 in February) and by 84% compared to prior year (-61,000 vs. -387,000 in March 2023)
Among A25-54:
- TODAY averaged 679,000 A25-54 viewers, beating GMA by +144,000 (+27%) and leading CBS by +249,000 (+58%)
Among A18-49:
- TODAY averaged 454,000 A18-49 viewers, beating GMA by +115,000 (+34%) and leading CBS by +170,000 (+60%)
In total viewers:
- TODAY averaged 2.744 million total viewers, leading CBS by +631,000 (+30%)
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