TODAY Tops GMA Across the Board For the Week, Its Third Total Viewer Win in 6 Weeks
TODAY Tops GMA for 56 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Posts Biggest Demo Lead and Total Viewer Advantage Over GMA Since Thanksgiving Week 2023 (Excluding Olympics)
TODAY Is #1 in Key Demo Season to Date
NEW YORK – September 10, 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 third total viewer victory since March 2024 and its first across-the-board Labor Day week win since 2017. This is TODAY’s 56th consecutive weekly demo win, its longest streak in more than three years. So far this season, TODAY has closed the total viewer gap with GMA by 73%.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage 10 times higher over GMA compared to the prior season. This is TODAY’s best key demo start to a season versus GMA in 12 years.
Source: Nielsen Panel, L+SD, 9/2/2024-9/8/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY ranks #1 in total viewers for the third time in the last 6 weeks
- Excluding the Paris Olympics, TODAY posts first total viewer win since week of 3/25/2024 and best advantage vs. GMA since Thanksgiving Week 2023
- This was TODAY’s first Labor Day Week win in total viewers since 2017 and its best advantage vs. GMA in 13 years (2011)
- #1 in A25-54 for 56 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
- Biggest non-Olympics demo win over GMA since Thanksgiving Week 2023
- Season-to-date through Week 50, TODAY ranks as the #1 morning show in A25-54 and A18-49
TODAY averaged 2.610 million total viewers, beating Good Morning America by +60,000 (+2%) and leading CBS Mornings by +617,000 (+31%)
- This was TODAY’s third #1 finish of the last 6 weeks in total viewers
- Excluding the Paris 2024 Olympics, TODAY posted its best total viewer advantage over GMA since Thanksgiving Week 2023 (11/20/2023)
- TODAY ranked #1 in total viewers on Tuesday (+85,000 vs. GMA) and Friday (+188,000 vs. GMA). Friday’s win was its biggest non-Olympics daily advantage since Friday 5/10/2024
- TODAY has outperformed CBS for 1,673 straight weeks in total viewers
- Week-over-week, TODAY saw the biggest increase in total viewers (+88,000, up +3%), reversed its gap to a win vs. GMA (+60,000 vs. -26,000 prior week), and increased its lead over CBS by 14% (+617,000 vs. +542,000 prior week)
- Compared to prior year, TODAY turned its total viewership gap into a win vs. GMA 138% (+60,000 vs. -156,000 prior year) and improved its advantage over CBS by 8% (+617,000 vs. +573,000 prior year)
TODAY averaged 663,000 A25-54 viewers, beating GMA by +233,000 (+54%) and leading CBS by +283,000 (+74%)
- TODAY has been the #1 ranked morning show in A25-54 for 56 consecutive weeks, its longest streak in more than 3.5 years (since December 2020)
- This was TODAY’s biggest non-Olympics demo win over GMA since Thanksgiving Week 2023 (11/20/2023)
- TODAY outperformed GMA by at least 100,000 A25-54 viewers for the 35th week this season
- Week-over-week, TODAY posted the biggest gain in A25-54 viewership (+23,000, up +4%) while improving its advantage over GMA by 29% (+233,000 vs. +181,000 prior week) and CBS by 8% (+283,000 vs. +263,000 prior week)
- Compared to the same week last year, TODAY more than tripled its A25-54 lead over GMA (+233,000 vs. +64,000 prior year) and improved its advantage over CBS by 27% (+283,000 vs. +223,000 prior year)
TODAY averaged 433,000 A18-49 viewers, beating GMA by +147,000 (+52%) and leading CBS by +180,000 (+71%)
TODAY Digital had 9.8M unique visitors
- The brand drove 17.2M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-9/8/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +134,000 A25-54 viewers, over 10 times higher than prior year (+13,000) and is drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)
Total Viewers:
- TODAY trails GMA by -92,000 total viewers, a 73% gap improvement vs. the same period last season (-337,000)
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