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TODAY Is #1 in Key Demo for 34 Weeks Straight

Apr 09, 2024 Grace Dubay

TODAY Tops GMA for 34 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Demo Lead Over GMA Year Over Year

TODAY Is #1 in Key Demo Season to Date

NEW YORK – April 9, 2024 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking its 34th consecutive weekly demo win. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. Additionally, TODAY more than quadrupled its demo lead over GMA versus the prior year.

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.

Source: Nielsen, L+SD, 4/1/2024-4/7/2024. Average audience based on regularly-titled telecasts only.

KEY WEEKLY POINTS:

  1. TODAY ranked #1 in A25-54 for the 34th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020) 
    1. TODAY has now won every morning of 2024 in A25-54 (65 and counting), its longest unbroken daily demo streak to start the year since 2012
  2. TODAY has ranked #1 in A18-49 for 34 consecutive weeks (best A18-49 streak since May 2021) 
  3. Versus prior year, TODAY improved its competitive position with GMA among A25-54 and total viewers for the 19th consecutive week
    1. TODAY more than quadrupled its demo lead over GMA vs. prior year and cut the total viewer gap by 63%
  4. Season-to-date through Week 28, TODAY ranks as the #1 morning show in A25-54 and A18-49 
    1. 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 667,000 A25-54 viewers, beating Good Morning America by +147,000 (+28%) and leading CBS Mornings by +216,000 (+48%)

  1. TODAY has been the #1 ranked morning show in A25-54 for 34 consecutive weeks (42 of the last 48 weeks) and beaten CBS in the key demo for 1,651 straight weeks (every week since 8/10/1992) 
  2. TODAY’s current 34-week winning streak in the key demo is its longest in more than three years (since December 2020)
  3. TODAY has ranked #1 in A25-54 every morning of 2024 so far (65 and counting), its longest unbroken daily streak to start the year since 2012

TODAY averaged 465,000 A18-49 viewers, beating GMA by +111,000 (+31%) and leading CBS by +149,000 (+47%) 

TODAY averaged 2.747 million total viewers, leading CBS by +572,000 (+26%) 

  1. TODAY has now beaten CBS in total viewers for 1,651 consecutive weeks (since 8/10/1992) 
  2. Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 63% (-124,000 vs. -331,000 prior year) and improved its lead over CBS by 32% (+572,000 vs. +433,000 prior year)

TODAY had 11.9M unique visitors 

  1. The brand drove 20.5M 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: 

  1. TODAY leads GMA by +122,000 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)

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