‘TODAY’ WINS MONDAY IN KEY DEMO

TODAY Beat GMA in the Key Demo A25-54 Monday by 20k

TODAY Came Within a Slight 83k of GMA in the Key Demo for the Week

TODAY Has Cut the Gap with GMA by a Giant 164k in the Key Demo and by 230k in Total Viewers, Quarter-to-Date vs. the Same Period Last Year

TODAY Grew in Total Viewers vs. the Same Week Last Year While GMA Declined

TODAY Continues as the #1 Morning News Show in A18-49 

NEW YORK – August 13, 2015 – NBC’s TODAY continues to gain momentum, tightening the morning news ratings race and posting consistent wins. For the week of August 3, TODAY was the number-one morning show Monday, topping GMA by 20k in the key demo A25-54. This marks TODAY’s 44th single-day A25-54 win this year. For the week, TODAY came within just 83k key demo viewers of GMA. TODAY gained 17k in total viewers while GMA lost 210k versus the same week last year.

TODAY continues to cut the gap with GMA by huge numbers in multiple measures. Quarter to date versus the same period last year, TODAY narrowed the A25-54 gap with GMA by a whopping 164k viewers (84%) and the total viewer gap by 230k (36%).  TODAY also cut the demo and total viewer gaps by double-digit percentages week-to-week and versus the same week last year.

This year, TODAY has posted multiple wins including the July sweep key demo win, seven weekly key demo wins and three daily total viewer wins. TODAY remains the number-one morning news program in A18-49 for the season and year.

TODAY HIGHLIGHTS:

Week of August 3

TODAY averaged 4.037 million total viewers, leading CBS This Morning by +26% (+841,000)

TODAY averaged 1.499 million A25-54 viewers, +61% (+570,000) ahead of CBS

• TODAY won Monday by +20,000 A25-54 viewers over GMA, its 44thdaily demo victory in calendar 2015
• For the week, TODAY delivered a 1.25 A25-54 rating, +0.47 points better than CBS

Season-to-date, TODAY is the #1 morning news program among A18-49 viewers

TODAY added +17,000 total viewers versus the same week last year while GMA declined by -210,000 (-4%)

TODAY posted narrower gaps vs. GMA:

• Compared to the same week last season in total viewers (by 34%) and A25-54 viewers (by 58%)
• Week-to-week in total viewers (by 16%) and A25-54 viewers (by 30%)

Over the first six weeks of 3rd quarter 2015, TODAY has narrowed GMA’s leads in total viewers by 36% and in A25-54 by 84% vs the same period in 3Q’14

• Total Viewers: -407,000 gap in 3Q’15 vs. -637,000 in 3Q’14
• A25-54 Viewers: -31,000 gap in 3Q’15 vs. -195,000 in 3Q’14

The total viewer margin between TODAY and GMA (-549,000) this season is 11% closer than it was at this time last year, while the demo margin (-106,000) is narrower by 9%

RATINGS DATA:

TODAY.COM HIGHLIGHTS:

For the 13th straight month, Today.com reached more consumers than GMA on Yahoo. Almost 30 million unique visitors turned to Today.com in June for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 21 consecutive months (28 out of the last 29), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +62% over the last 12 months while GMA on Yahoo has declined -5% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 2.5x GMA on Yahoo’s mobile visitor number in June 2015.

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NBC’s TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.

For more information contact:

Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com

p: 212-664-6205