TODAY Posted Its First 3-Week Key Demo Win Since Sochi, First Non-Olympic 3-Week Streak Since January 2013
TODAY Came Within a Slight 11k of GMA in the Key Demo for the 3rd Quarter and Just 93k for the Entire Season
For the Quarter, TODAY Posted Its Closest Total Viewer and Key Demo Gaps with GMA in 3 Years
TODAY Dramatically Cut Its Total Viewer and Key Demo Gaps with GMA Vs. Last Season
TODAY Continues as the #1 Morning News Show in A18-49 for the Week, Quarter and Season
NEW YORK – September 24, 2015 — NBC’s TODAY was once again the number-one morning show last week in the key demo A25-54, marking three straight weeks in first place and beating Good Morning America for ten weeks this year. TODAY topped GMA by 90k for the week of September 14, its largest win in two months. This is the first time TODAY has won three straight weeks in the key demo since the Sochi Olympics, and the first three-week, non-Olympic winning streak since January 2013.
TODAY has now cut the key demo gap with GMA for the 4th consecutive quarter, hitting its narrowest margin (just -11k) in three years (since 3Q’12). For 3Q’15, TODAY cut the key demo gap with GMA by a giant 94% versus 3Q’14. The total viewer gap between TODAY and GMA narrowed for the 3rd straight quarter, also its closest margin in three years (since 3Q’12).
For the Season, TODAY came within just 93k A25-54 viewers of GMA, closing the key demo gap by 24% versus last season. TODAY narrowed the total viewer gap with GMA for the 2nd straight season (by 12%, year-to-year).
TODAY HIGHLIGHTS & RATINGS DATA:
Week of September 14
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.37 | 14 | 4,569 | 1.07 | 1,353 | 1.49 | 1,765 |
| CBS THIS MORNING | 2.38 | 9 | 3,339 | 0.55 | 696 | 0.83 | 985 |
| GOOD MORNING AMERICA | 3.60 | 14 | 4,877 | 0.90 | 1,141 | 1.41 | 1,675 |
TODAY averaged 1.765 million A25-54 viewers, leading GMA by +5% (+90,000) and CBS by +79% (+780,000)
- TODAY won its 3rd consecutive week in A25-54, its best streak since February 2014 (weeks of 2/3, 2/10, and 2/17 during the Sochi Olympics), and its best non-Olympic streak since January 2013 (weeks of 12/31/2012, 1/7/2013, & 1/14/2013)
- TODAY increased its demo audience for the 4th straight week, posting its best A25-54 delivery since the week of 5/18/2015
- TODAY held its widest demo leads over GMA since the week of 7/13/2015 and over CBS since the week of 6/1/2015
- During the week, TODAY won four mornings in A25-54, raising its 2015-to-date total to 58 daily demo wins
- TODAY’s 1.49 A25-54 rating led GMA by +0.08 points and CBS by +0.66 points
TODAY averaged 1.353 million A18-49 viewers, +19% (+212,000) ahead of GMA and +95% (+657,000) more than CBS
- TODAY has now seen six straight weeks of A18-49 growth, posting its best delivery since the week of 5/18/2015
- TODAY captured its biggest A18-49 margin over GMA since the week of 2/24/2014 (week following the Sochi Olympics) and its best lead vs. CBS since the week of 6/1/2015
- TODAY delivered a 1.07 A18-49 rating, +0.17 points higher than GMA and +0.52 points better than CBS
TODAY averaged 4.569 million total viewers, outperforming CBS by +37% (+1.230 million)
- This was TODAY best total viewer delivery since the week of 6/1/2015
- TODAY trailed GMA by -308,000 viewers, its closest margin in 8 weeks
Versus the same week last season, TODAY posted a 144% turnaround in the A25-54 demo (+90,000 win last week vs. a -205,000 loss to GMA a year ago), increased its A18-49 lead over GMA by 165% (+212,000 last week vs. +80,000 last year) and narrowed the total viewer gap vs. GMA by 55%
Week-to-week, TODAY was the only program to increase its deliveries in total viewers (+1%, or +25,000) and A18-49 (+2%, or +24, 000). The program also posted a +2% (+33,000) gain among A25-54 viewers.
- Versus the prior week, TODAY narrowed the total viewer gap with GMA by 36% and posted wider wins in both A25-54 and A18-49
TODAY saw the biggest growth compared to the 3Q’15 average in total viewers (+9%, or +381,000), A25-54 viewers (+12%, or +195,000) and A18-49 viewers (+16%, or +183,000)
3rd Quarter 2015
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.13 | 13 | 4,220 | 0.93 | 1,186 | 1.33 | 1,587 |
| CBS THIS MORNING | 2.36 | 10 | 3,216 | 0.52 | 658 | 0.77 | 921 |
| GOOD MORNING AMERICA | 3.45 | 14 | 4,635 | 0.86 | 1,091 | 1.34 | 1,598 |
TODAY was #1 in A18-49 viewers , averaging 1.186 million and topping GMA by +9% (+95,000) and CBS by +80% (+528,000)
- TODAY has been #1 for 11 consecutive quarters and 83 of the last 84 quarters (dating back to 4Q’94)
- TODAY had its 3rd straight quarter of increasing A18-49 gaps vs. GMA, posting its biggest margin since 1Q’14
- Year-to-year, TODAY increased its A18-49 lead by triple-digits over GMA (by 579%, compared to last year’s +14,000 lead)
TODAY averaged 1.587 million A25-54 viewers, +72% (+666,000) ahead of CBS
- TODAY narrowed the A25-54 gap vs. GMA for the 4th consecutive quarter, hitting it closest level (just -11,000 viewers) since 3Q’12 (London Olympics and TODAY’s last quarterly demo win)
- Versus 3Q’14, the demo gap between TODAY and GMA was reduced by 94% (-11,000 loss this year vs. a -188,000 loss in 2014)
TODAY tied GMA for #1 among W25-54 viewers (1.067 million), its first win in that demo since 3Q’12
TODAY averaged 4.220 million total viewers, leading CBS by +31% (+1.004 million)
- The total viewer gap between TODAY and GMA narrowed for the 3rd straight quarter, moving to its closest margin since 3Q’12
- Compared to 3Q’14, TODAY narrowed the total viewer gap by 29%
2014 – 2015 Season
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.41 | 13 | 4,679 | 1.08 | 1,370 | 1.50 | 1,789 |
| CBS THIS MORNING | 2.43 | 9 | 3,343 | 0.55 | 701 | 0.84 | 1,000 |
| GOOD MORNING AMERICA | 3.85 | 15 | 5,214 | 1.04 | 1,321 | 1.57 | 1,882 |
TODAY finished #1 with 1.370 million A18-49 viewers, outperforming GMA by +4% (+49,000) and CBS by +96% (+669,000)
- TODAY has been #1 in A18-49 for 22 consecutive seasons
TODAY averaged 1.789 million A25-54 viewers, leading CBS by +79% (+789,000)
- TODAY’s A25-54 gap with GMA was 24% closer than the 2013-14 season
TODAY averaged 4.679 million total viewers, +40% (+1.335 million) higher than CBS
- TODAY narrowed the total viewer gap with GMA for the 2nd straight season (by 12%, year-to-year)
TODAY.COM & SOCIAL MEDIA HIGHLIGHTS:
For the 15th straight month, Today.com reached more consumers than GMA on Yahoo. Over 35.6 million unique visitors turned to Today.com in August for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 23 consecutive months (30 out of the last 31), Today.com has reached more mobile consumers than GMA on Yahoo.
Additionally, Today.com’s mobile unique visitors have grown +60% over the last 12 months while GMA on Yahoo has grown +26% for the same period. As such,Today.com has gone from parity in mobile unique visitors in September 2013 to over 3x GMA on Yahoo’s mobile visitor number in August 2015.
TODAY also continues to top GMA’s fan base on Facebook with 4.7 million fans for TODAY versus 4.5 million for GMA, as of August 2015. TODAY’s Facebook fan base grew by 41.0k fans in August compared to the 32.6k fans GMA added, and TODAY generated 7.3 million interactions with fans compared to just 4.2 million for GMA.
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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.
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