TODAY Topped GMA for 4 Straight Weeks in the Key Demo, Its Best Winning Streak in More Than 3 Years
TODAY Beat GMA By a Giant 154k in the Key Demo for the Week, Its Biggest Win Since Sochi
TODAY Dramatically Cut Its Total Viewer Gap with GMA By 629k Vs. the Same Week Last Year
GMA Is the Only Morning Show Down Double Digits In the Key Demo and Total Viewers
TODAY Continues as the #1 Morning Show in A18-49
NEW YORK – October 2, 2015 – Viewers once again turn to NBC’s TODAY during breaking news and major events. TODAY was the number-one morning show again in the key demo A25-54 last week as Pope Francis made his first-ever trip to the U.S. TODAY’s win marks four straight weeks in first place beating Good Morning America for eleven weeks this year.
For the week of September 21, TODAY topped GMA by 154k, its largest win since the Sochi Olympics. This is the first time TODAY has won four straight weeks in the key demo since July/August 2012. TODAY also won all four rated days last week (Thursday was not rated due to preemptions and network special reports). On Wednesday, TODAY topped GMA by +338k A25-54 viewers, its biggest single-day demo win in more than a year (since 9/5/2014).
TODAY has also radically cut its total viewer gap with GMA by 59% (a whopping 629k) versus the same week last year. GMA is the only morning show to post double-digit losses versus the same week last year suffering a 27% loss in the key demo and a 15% loss in total viewers. TODAY remains the number-one show in A18-49 for the year.
TODAY HIGHLIGHTS:
TODAY averaged 1.681 million A25-54 viewers, leading GMA by +154,000 (+10%) and CBS This Morning by +735,000 (+78%)
- TODAY won its 4th consecutive week among A25-54 viewers, its best streak since July/August 2012
- This was TODAY biggest weekly A25-54 advantage over GMA since the week of 2/10/2014 (Sochi Olympics)
- Versus the same week last season, TODAY saw a 142% turnaround in its demo margin vs. GMA, posting a +154,000 A25-54 viewer win from last year’s -369,000 viewer loss.
- TODAY won all four rated mornings in the demo during the week, bringing its 2015 total to 62 daily A25-54 victories and 11 weekly wins.
- On Wednesday, TODAY topped GMA by +338,000 A25-54 viewers, its biggest single-day demo margin in over a year (9/5/2014)
- TODAY averaged a 1.41 A25-54 rating, +0.12 higher than GMA and +0.61 better than CBS
TODAY averaged 1.274 million A18-49 viewers, outperforming GMA by +211,000 (+20%) and CBS by +571,000 (+81%)
- TODAY delivered a 1.00 A18-49 rating, topping GMA by +0.16 points and CBS by +0.45 points
TODAY averaged 4.268 million total viewers, +973,000 (+30%) ahead of CBS.
- Versus the same week last season, the total viewer gap is 59% closer (-1.075 million loss last year to a -446,000 gap last week)
Compared to the 3Q’15 average, TODAY posted the biggest gains in both A25-54 viewers (+94,000) and A18-49 viewers (+88,000) while also increasing by +48,000 total viewers
- TODAY’s A18-49 advantage over GMA was +121% higher than 3Q levels
Week-to-week, TODAY increased its A25-54 advantage over GMA by 71%
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.26 | 13 | 4,268 | 1.00 | 1,274 | 1.41 | 1,681 |
| CBS THIS MORNING | 2.40 | 10 | 3,295 | 0.55 | 703 | 0.80 | 946 |
| GOOD MORNING AMERICA | 3.44 | 14 | 4,714 | 0.84 | 1,064 | 1.29 | 1,527 |
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.
