{"id":1641,"date":"2016-10-18T12:06:04","date_gmt":"2016-10-18T16:06:04","guid":{"rendered":"http:\/\/press.nbcnews.com\/?p=1641"},"modified":"2016-10-18T12:06:04","modified_gmt":"2016-10-18T16:06:04","slug":"today-wins-big-in-demo-4","status":"publish","type":"post","link":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2016\/10\/18\/today-wins-big-in-demo-4\/","title":{"rendered":"‘TODAY’ WINS BIG IN DEMO"},"content":{"rendered":"

TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week<\/strong><\/p>\n

TODAY Has Widened the Demo Gap Over GMA By Nearly 200k Versus Last Year<\/strong><\/p>\n

TODAY Cut the Total Viewer Gap with GMA In Half Versus the Same Week Last Season<\/strong><\/p>\n

GMA Is Down Double Digits in the Key Demo Versus a Year Ago<\/strong><\/p><\/blockquote>\n

NEW YORK \u2013 October 11, 2016 \u2013 NBC News\u2019 TODAY was once again the number-one morning show last week topping ABC\u2019s \u201cGood Morning America\u201d in the key demo A25-54.\u00a0 TODAY has now won the key demo for more than 13 consecutive months, 58 out of the last 59 weeks. Versus last year, TODAY has widened its key demo margin of victory over GMA by +189,000 viewers (+231,000 vs. +32,000).\u00a0 TODAY continues to shrink the total viewer gap with GMA with only 187,000 viewers between the shows for the week. \u00a0TODAY won the third quarter 2016 and the month of August outright in total viewers and the key demo, and it was the number-one morning show in both A25-54 and A18-49 for the 2015\/2016 season.<\/p>\n

For the week of\u00a0October 10, TODAY topped GMA by a giant +231,000 in A25-54 and by +224,000 in A18-49.\u00a0 The total viewer gap between TODAY and GMA is 51% closer than the same week last season (-187,000 versus -378,000).\u00a0 GMA is the only show down key demo (-11%) versus \u00a0the same week last year.<\/p>\n

*Please note:\u00a0As of 12\/28\/15, Nielsen national ratings are based on an expanded sample known as \u201cNPX,\u201d 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 \u2014 so year-to-year and other comparisons are versus pre-NPX data.<\/p>\n

TODAY HIGHLIGHTS:<\/strong><\/p>\n

TODAY averaged 1.697 million A25-54 viewers, outperforming GMA by +231,000 (+16%) and CBS This Morning by +608,000 (+56%)<\/strong><\/p>\n