{"id":1380,"date":"2016-06-03T11:55:19","date_gmt":"2016-06-03T15:55:19","guid":{"rendered":"http:\/\/press.nbcnews.com\/?p=1380"},"modified":"2016-06-03T11:55:19","modified_gmt":"2016-06-03T15:55:19","slug":"today-1-in-demo-for-nine-months","status":"publish","type":"post","link":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2016\/06\/03\/today-1-in-demo-for-nine-months\/","title":{"rendered":"\u2018TODAY\u2019 #1 IN DEMO FOR NINE MONTHS"},"content":{"rendered":"<blockquote><p><strong>TODAY Wins 4th Consecutive Sweep in Key Demo <\/strong><\/p>\n<p><strong>TODAY Has Biggest Sweep Demo Lead vs. GMA in Four Years<\/strong><\/p>\n<p><strong>TODAY Has Cut the Total Viewer Gap with GMA By 60% Versus May 2015 Sweep<\/strong><\/p><\/blockquote>\n<p>NEW YORK \u2013 June 3, 2016 \u2013 TODAY was number one in the key A25-54 demo in May, marking nine consecutive months as the top rated morning news show. TODAY was also top rated in the key demo for the May 2016 sweep, topping Good Morning America by +188,000 among A25-54.\u00a0 This was TODAY\u2019s biggest sweep advantage over GMA since May 2012. TODAY was also top-rated among A18-49 for the May sweep and reduced the total viewer gap vs. GMA by 60% compared to the May 2015 sweep (-182,000 during May\u201916 vs. -459,000 in May\u201915).<\/p>\n<p>For the week of May 23, TODAY topped GMA by +222,000 in A25-54 and by +217,000 in A18-49.\u00a0 Versus the same week last year, TODAY is up +3% in total viewers and +4% in A25-54 while GMA is down double-digits. TODAY also has narrowed the total viewer gap with GMA by 73%.<\/p>\n<p>*Please note:\u00a0As of 12\/28\/15, Nielsen national ratings are based on an expanded sample known as &#8220;NPX,&#8221; which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs.\u00a0While NPX is now the official currency of record, all data pre-12\/28\/15 remains based on the old sample &#8212; so year-to-year and other comparisons are versus pre-NPX data.<\/p>\n<p><strong>TODAY HIGHLIGHTS:<\/strong><\/p>\n<p><strong>MAY 2016 SWEEP<\/strong><\/p>\n<table width=\"547\">\n<tbody>\n<tr>\n<td width=\"168\"><strong>Show Name<\/strong><\/td>\n<td width=\"40\"><strong>HH<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"32\"><strong>HH<\/strong><strong><br \/>\n<strong>Shr<\/strong><\/strong><\/td>\n<td width=\"61\"><strong>P2+<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<td width=\"61\"><strong>P18-49<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"61\"><strong>P18-49<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<td width=\"61\"><strong>P25-54<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"61\"><strong>P25-54<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"168\"><strong>TODAY<\/strong><\/td>\n<td width=\"40\"><strong>3.41<\/strong><\/td>\n<td width=\"32\"><strong>13<\/strong><\/td>\n<td width=\"61\"><strong>4,683<\/strong><\/td>\n<td width=\"61\"><strong>1.05<\/strong><\/td>\n<td width=\"61\"><strong>1,330<\/strong><\/td>\n<td width=\"61\"><strong>1.50<\/strong><\/td>\n<td width=\"61\"><strong>1,784<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"168\">CBS THIS MORNING<\/td>\n<td width=\"40\">2.75<\/td>\n<td width=\"32\">11<\/td>\n<td width=\"61\">3,784<\/td>\n<td width=\"61\">0.62<\/td>\n<td width=\"61\">787<\/td>\n<td width=\"61\">0.93<\/td>\n<td width=\"61\">1,100<\/td>\n<\/tr>\n<tr>\n<td width=\"168\">GOOD MORNING AMERICA<\/td>\n<td width=\"40\">3.62<\/td>\n<td width=\"32\">14<\/td>\n<td width=\"61\">4,865<\/td>\n<td width=\"61\">0.92<\/td>\n<td width=\"61\">1,173<\/td>\n<td width=\"61\">1.34<\/td>\n<td width=\"61\">1,596<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>TODAY averaged 1.784 million A25-54 viewers, leading GMA by +188,000 (+12%) and CBS This Morning by +684,000 (+62%)<\/strong><\/p>\n<ul>\n<li>\u00a0TODAY has been #1 among A25-54 viewers in 4 consecutive sweeps<\/li>\n<li>\u00a0This was TODAY biggest A25-54 sweep advantage over GMA since May 2012<\/li>\n<li>\u00a0TODAY\u2019s demo advantage vs. GMA has improved for 7 straight sweep periods<\/li>\n<li>\u00a0Versus May 2015, TODAY posted a 243,000 viewer turnaround in its advantage vs. GMA (+188,000 win during May\u201916 vs. a -55,000 loss in May\u201915)<\/li>\n<\/ul>\n<p><strong>TODAY averaged 1.330 million A18-49 viewers, +157,000 (+13%) over GMA and +543,000 (+69%) more than CBS<\/strong><\/p>\n<ul>\n<li>\u00a0TODAY has been #1 in A18-49 for 6 consecutive sweeps and 85 of the last 88 sweeps (dating back to July 1994)<\/li>\n<li>\u00a0TODAY posted its best May sweep A18-49 advantage over GMA since 2012<\/li>\n<li>\u00a0Versus May 2015, TODAY widened its A18-49 lead over GMA by 94% (+157,000 during May\u201916 vs. +81,000 during May\u201915)<\/li>\n<\/ul>\n<p><strong>TODAY averaged 4.683 million total viewers, topping CBS by +899,000 (+24%)<\/strong><\/p>\n<ul>\n<li>\u00a0Versus May 2015, TODAY reduced the total viewer gap vs. GMA by 60% (-182,000 during May\u201916 vs. -459,000 in May\u201915)<\/li>\n<\/ul>\n<p><strong>MAY MONTHLY<\/strong><\/p>\n<p><strong>TODAY has now won 9 consecutive months among A25-54 viewers<\/strong><\/p>\n<ul>\n<li>\u00a0Biggest monthly A25-54 lead over GMA since August 2012 (included London Olympics)<\/li>\n<\/ul>\n<p><strong>TODAY has been #1 among A18-49 viewers for 14 consecutive months and 32 of the last 38 months<\/strong><\/p>\n<p><strong>The total viewer gap between TODAY and GMA has been below 200,000 for 4 consecutive months<\/strong><\/p>\n<p><strong>WEEK OF MAY 23-27<\/strong><\/p>\n<table width=\"588\">\n<tbody>\n<tr>\n<td width=\"168\"><strong>Show Name<\/strong><\/td>\n<td width=\"49\"><strong>HH<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"31\"><strong>HH<\/strong><strong><br \/>\n<strong>Shr<\/strong><\/strong><\/td>\n<td width=\"68\"><strong>P2+<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<td width=\"68\"><strong>P18-49<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"68\"><strong>P18-49<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<td width=\"68\"><strong>P25-54<\/strong><strong><br \/>\n<strong>Rtg<\/strong><\/strong><\/td>\n<td width=\"68\"><strong>P25-54<\/strong><strong><br \/>\n<strong>Imps<\/strong><\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"168\"><strong>TODAY <\/strong><\/td>\n<td width=\"49\"><strong>3.33<\/strong><\/td>\n<td width=\"31\"><strong>13<\/strong><\/td>\n<td width=\"68\"><strong>4,604<\/strong><\/td>\n<td width=\"68\"><strong>1.04<\/strong><\/td>\n<td width=\"68\"><strong>1,324<\/strong><\/td>\n<td width=\"68\"><strong>1.48<\/strong><\/td>\n<td width=\"68\"><strong>1,761<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"168\">CBS THIS MORNING<\/td>\n<td width=\"49\">2.66<\/td>\n<td width=\"31\">10<\/td>\n<td width=\"68\">3,646<\/td>\n<td width=\"68\">0.58<\/td>\n<td width=\"68\">730<\/td>\n<td width=\"68\">0.88<\/td>\n<td width=\"68\">1,041<\/td>\n<\/tr>\n<tr>\n<td width=\"168\">GOOD MORNING AMERICA<\/td>\n<td width=\"49\">3.56<\/td>\n<td width=\"31\">14<\/td>\n<td width=\"68\">4,782<\/td>\n<td width=\"68\">0.87<\/td>\n<td width=\"68\">1,107<\/td>\n<td width=\"68\">1.30<\/td>\n<td width=\"68\">1,539<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>TODAY averaged 1.761 million A25-54 viewers, outperforming GMA by +222,000 (+14%) and CBS This Morning by +720,000 (+69%)<\/strong><\/p>\n<ul>\n<li>\u00a0TODAY has been #1 among A25-54 viewers for 22 consecutive weeks and 38 of the last 39 weeks<\/li>\n<li>\u00a0TODAY posted its best A25-54 lead over GMA in 7 weeks and its best win over CBS in 6 weeks<\/li>\n<li>\u00a0TODAY won all five mornings in A25-54, increasing its season-to-date total to 157 daily wins out of 171 rated broadcast days<\/li>\n<li>\u00a0TODAY delivered a 1.48 A25-54 rating, +0.18 points ahead of GMA and +0.60 points more than CBS<\/li>\n<\/ul>\n<p><strong>TODAY averaged 1.324 million A18-49 viewers, +217,000 (+20%) more than GMA and +594,000 (+82%) higher than CBS<\/strong><\/p>\n<ul>\n<li>\u00a0Among A18-49 viewers, TODAY has now posted 42 consecutive wins and has been #1 in 48 of the last 50 weeks and 59 of the last 63 weeks<\/li>\n<li>\u00a0TODAY had its biggest A18-49 win over the competition since 1Q: GMA since the week of 2\/15\/2016 and CBS since the week of 2\/29\/2016<\/li>\n<li>\u00a0TODAY won has now secured 164 daily A18-49 wins out of 171 rated broadcast days season-to-date<\/li>\n<li>\u00a0TODAY\u2019s 1.04 A18-49 rating led GMA by +0.17 points and CBS by +0.46 points<\/li>\n<\/ul>\n<p><strong>TODAY averaged 4.604 million total viewers, leading CBS This Morning by 958,000 (+23%)<\/strong><\/p>\n<ul>\n<li>\u00a0TODAY had its biggest total viewer margin over CBS since the week of 3\/21\/2016<\/li>\n<li>\u00a0The total viewer gap vs. GMA (-178,000) has been below 200,000 in 16 of the last 20 weeks, including one TODAY victory<\/li>\n<\/ul>\n<p><strong>Versus the same week last season, TODAY:<\/strong><\/p>\n<ul>\n<li>\u00a0Posted growth in total viewers (+3%, or +142,000) and A25-54 viewers (+4%, or +61,000)<\/li>\n<li>\u00a0Narrowed the total viewer gap with GMA by 73% (-178,000 last week vs. -666,000 a year ago)<\/li>\n<li>\u00a0Posted a 354,000 viewer turnaround in its advantage vs. GMA (+222,000 win last week vs. a -132,000 loss a year ago)<\/li>\n<li>\u00a0Widened its A18-49 advantage vs. GMA by 486% (+217,000 win last week vs. +37,000 a year ago)<\/li>\n<\/ul>\n<p><strong>Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers<\/strong><\/p>\n<ul>\n<li>\u00a0TODAY averages 1.825 million A25-54 viewers, leading GMA by +9% (+147,000) and CBS by +69% (+746,000).\u00a0 TODAY\u2019s A25-54 advantage over GMA represents a 271,000 viewer turnaround from a -124,000 deficit at this point last season.<\/li>\n<li>\u00a0In A18-49, TODAY averages 1.375 million and tops GMA by +15% (+178,000) and CBS by +78% (+602,000).\u00a0 TODAY\u2019s A18-49 lead over GMA has improved by 146,000 viewers from last season\u2019s +32,000 lead.<\/li>\n<li>\u00a0Among total viewers, the gap between TODAY and GMA is 61% narrower than last season (-228,000 season-to-date versus a -576,000 deficit at this time last season).<\/li>\n<\/ul>\n<p><strong>TODAY DIGITAL HIGHLIGHTS:<\/strong><\/p>\n<p>For the 22nd straight month, Today.com reached more consumers than GMA on Yahoo.\u00a0 Over 29.1 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.\u00a0 For 28 consecutive months (37 out of the last 38), Today.com has reached more mobile consumers than GMA on Yahoo.<\/p>\n<p>Today.com and GMA on Yahoo mobile unique visitors have grown +4% over the last 12 months while GMA on Yahoo has declined -10% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.5x GMA on Yahoo\u2019s mobile visitor number in April 2016.<\/p>\n<p>###<\/p>\n<p>NBC\u2019s TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live\u00a0from 7 am to 11 am ET, TODAY\u00a0reaches more than 5 million people every day through its broadcast, and millions more through\u00a0<a href=\"https:\/\/urldefense.proofpoint.com\/v2\/url?u=http-3A__media.ne.cision.com_l_vtciahhr_media.ne.cision.com_l_ruvjbziq_media.ne.cision.com_l_hskzkper_media.ne.cision.com_l_ifamrmcr_media.ne.cision.com_l_wkdjbubr_media.ne.cision.com_l_jvbehqyp_media.ne.cision.com_l_qezdbzwo_today.com_&amp;d=CwMF-g&amp;c=4ZIZThykDLcoWk-GVjSLm9hvvvzvGv0FLoWSRuCSs5Q&amp;r=gtanx09v3SsmRvfAtDx_2_yh1QlR1WqE0917SKZElTs&amp;m=2OZtpIEe2fZ4r3HnY5J2cjDjdJhdCMBNQf-2H4DPfYs&amp;s=SEFlKnDzdttuT4WgdVpPL0bnwX5kse-bpjJ5pb-xTMw&amp;e=\">TODAY.com<\/a>, 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.<\/p>\n<p><strong>For more information contact:<\/strong><\/p>\n<p>Lauren Skowronski<br \/>\nVP, Corporate Communications<br \/>\n212-664-2432<br \/>\n<a href=\"mailto:lauren.skowronski@nbcuni.com\">Lauren.Skowronski@nbcuni.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TODAY Wins 4th Consecutive Sweep in Key Demo TODAY Has Biggest Sweep Demo Lead vs. GMA in Four Years TODAY Has Cut the Total Viewer Gap with GMA By 60% Versus May 2015 Sweep NEW YORK \u2013 June 3, 2016 \u2013 TODAY was number one in the key A25-54 demo in May, marking nine consecutive [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2016\/06\/03\/today-1-in-demo-for-nine-months\/\">Read More&#8230;<span class=\"screen-reader-text\"> from \u2018TODAY\u2019 #1 IN DEMO FOR NINE MONTHS<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":332,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[10],"tags":[4,31,19],"class_list":["post-1380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-today","tag-feature","tag-ratings","tag-today"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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