{"id":4943,"date":"2021-11-02T16:00:02","date_gmt":"2021-11-02T20:00:02","guid":{"rendered":"https:\/\/press.nbcnews.com\/?p=4943"},"modified":"2021-11-02T16:00:02","modified_gmt":"2021-11-02T20:00:02","slug":"today-wins-halloween-posts-closest-october-margin-with-gma-in-10-years","status":"publish","type":"post","link":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2021\/11\/02\/today-wins-halloween-posts-closest-october-margin-with-gma-in-10-years\/","title":{"rendered":"TODAY WINS HALLOWEEN, POSTS CLOSEST OCTOBER MARGIN WITH GMA IN 10 YEARS"},"content":{"rendered":"\n<p><strong>TODAY&nbsp;Tops GMA in Total Viewers on Halloween<\/strong><\/p>\n\n\n\n<p><strong>TODAY Delivers Tightest Total Viewer Margin with GMA in 10 Years<\/strong><\/p>\n\n\n\n<p><strong>TODAY Posts Largest October Demo Lead over GMA in 3 Years<\/strong><\/p>\n\n\n\n<p><strong>The 3<sup>rd<\/sup>\u00a0Hour of TODAY and TODAY with Hoda &amp; Jenna Post Highest-Rated Shows All Season<\/strong><\/p>\n\n\n\n<p>NEW YORK \u2013 November 2, 2021 \u2013&nbsp;NBC News\u2019 TODAY was the number-one morning show&nbsp;outright, topping&nbsp;ABC\u2019s \u201cGood Morning America\u201d in total viewers on Halloween.&nbsp; TODAY posted its best Halloween advantages over GMA in four years and its biggest week-over-week demo gains in 15 years.&nbsp; Additionally, The 3<sup>rd<\/sup>&nbsp;Hour of TODAY and TODAY with Hoda &amp; Jenna each posted their highest-rated shows of the season on Halloween.&nbsp;&nbsp;<\/p>\n\n\n\n<p>For the month of October, TODAY delivered its closest total-viewer margin with GMA in 10 years, and its largest October key demo victory in three years.&nbsp; TODAY\u2019s October demo win marks 74 straight months in first place.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Last week, TODAY was the only morning program to grow across the board versus the prior week and to&nbsp;post gains in&nbsp;total viewers versus the prior year. TODAY had its biggest demo lead over GMA since August and posted its&nbsp;best&nbsp;total viewer delivery in eight weeks.&nbsp;<\/p>\n\n\n\n<p>TODAY Digital reached more than 50 million unique visitors for&nbsp;10&nbsp;out of the last&nbsp;11&nbsp;months,&nbsp;and TODAY ALL Day had its second straight record-breaking month. Additionally, TODAY podcasts more than doubled their downloads from the prior year and saw nearly half a million downloads just last week.&nbsp;<\/p>\n\n\n\n<p>###<\/p>\n\n\n\n<p><strong><u>OCTOBER 2021<\/u><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/newsgrouppr.wpenginepowered.com\/nbcnews\/wp-content\/uploads\/sites\/2\/2024\/02\/Screen-Shot-2021-11-02-at-3.54.25-PM.png?resize=382%2C192&#038;ssl=1\" alt=\"\" class=\"wp-image-4944\" width=\"382\" height=\"192\" \/><\/figure>\n\n\n\n<p><strong>Among A25-54 viewers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY averaged 907,000 A25-54 viewers, outperforming Good Morning America by +110,000 (+14%) and CBS This Morning by +378,000 (+71%)<\/li><li>This represents TODAY\u2019s largest October A25-54 lead over GMA in three years&nbsp;<\/li><li>Month-over-month, TODAY increased its demo lead over GMA by 33% (+110,000 vs. +83,000 in September).<\/li><li>TODAY widened its A25-54 advantage over GMA by 57% compared to the same month last year (+110,000 vs. +70,000 in October 2020).<\/li><\/ul>\n\n\n\n<p><strong>Among A18-49 viewers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY averaged 654,000 A18-49 viewers, topping GMA by +126,000 (+24%) and CBS by +267,000 (+69%)<\/li><li>TODAY posted its biggest monthly A18-49 lead over GMA in seven months (March 2021) and widest October lead in four years.&nbsp;&nbsp;<\/li><li>Compared to prior month, TODAY improved its A18-49 lead over GMA by 18% (+126,000 vs. +107,000 in September).<\/li><li>TODAY\u2019s A18-49 lead over GMA increased 12% compared to the same month last season (+126,000 vs. +113,000 in October 2020).<\/li><\/ul>\n\n\n\n<p><strong>Among total viewers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY averaged 3.178 million total viewers, leading CBS by +664,000 (+26%)<\/li><li>This is TODAY\u2019s closest October competitive position vs. GMA in total viewers in 10 years<\/li><li>Versus October 2020, TODAY reduced the total viewer gap against GMA by 52% (-96,000 vs. -199,000 prior year) and increased its lead over CBS by 5% (+664,000 vs. +634,000 prior year).<\/li><\/ul>\n\n\n\n<p><strong>TODAY Digital has reached more than 50M unique visitors for ten of the last eleven months.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY continues to rank among the top 10 entities in the Lifestyle category for video views and minutes and ranks among the top 5 entities for video viewers\u00a0<\/li><li>TODAY All Day had its second straight record month as the last five months have all been among the stream&#8217;s five best months on record (June, July, August, September &amp; October)<\/li><li>TODAY podcasts also had a record month, more than doubling their downloads from the prior year (+182%)<\/li><\/ul>\n\n\n\n<p><strong><u>WEEK of OCTOBER 25-31, 2021<\/u><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/newsgrouppr.wpenginepowered.com\/nbcnews\/wp-content\/uploads\/sites\/2\/2024\/02\/Screen-Shot-2021-11-02-at-3.54.38-PM.png?resize=405%2C196&#038;ssl=1\" alt=\"\" class=\"wp-image-4945\" width=\"405\" height=\"196\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>TODAY averaged 949,000 A25-54 viewers, leading GMA by +164,000 (+21%) and CBS Mornings by +425,000 (+81%)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY has ranked #1 among A25-54 viewers for 317 of the last 322 weeks<\/li><li>TODAY posted its biggest A25-54 delivery and lead over CBS in seven weeks (week of 9\/6\/2021) and its widest demo advantage over GMA in 12 weeks (week of 8\/2\/2021, Tokyo Olympics)<\/li><li>Compared to the same week last season, TODAY widened its demo lead over GMA by 16% (+164,000 vs. +141,000 prior year) and CBS by 7% (+425,000 vs. +397,000 prior year).<\/li><li>Week-over-week, TODAY was the only morning show to increase its A25-54 audience (up +28,000) while also improving its lead over GMA by 33% (+164,000 vs. +123,000 prior week) and CBS by 10% (+425,000 vs. +388,000 prior week).&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>TODAY average<\/strong><strong>d 674,000&nbsp;A18-49 viewers, leading GMA by +113,000 (+21%) and CBS by +265,000 (+68%)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY delivered its highest A18-49 audience in seven weeks (week of 9\/6\/2021), its largest lead over GMA in 12 weeks (week of 8\/2\/2021), and its widest advantage over CBS in five weeks (week of 9\/20\/2021)<\/li><li>TODAY\u2019s A18-49 lead over GMA rose 9% compared to the same week last season (+166,000 vs. +152,000 prior year).<\/li><li>Week-over-week, TODAY added +21,000 A18-49 viewers (+3%) and increased its lead over GMA by 47% (+166,000 vs. +113,000 prior week) and CBS by 9% (+290,000 vs. +265,000 prior week).&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>TODAY averaged 3.265 million total viewers, +713,000 (+28%) higher than CBS<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>This was TODAY\u2019s highest weekly total viewer average and closest gap vs. GMA in seven weeks (week of 9\/6\/2021) and its widest advantage over CBS in five weeks (week of 9\/20\/2021)&nbsp;<\/li><li>TODAY led GMA in total viewers on Monday (+21,000) and Friday (+53,000)<\/li><li>Compared to the same week last season, TODAY was the only morning show to increase its total viewership (up +16,000) while cutting the total viewer gap with GMA by 56% (-56,000 vs. -127,000 prior year) and increasing its lead over CBS by 22% (+713,000 vs. +586,000 prior year).<\/li><li>Week-over-week, TODAY increased its total viewer delivery by +89,000 (highest among the morning shows), narrowed the gap with GMA by 10% (-56,000 vs. -62,000 prior week), and improved its lead over CBS by 8% (+713,000 vs. +661,000 prior week).&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>TODAY reached 13.4M unique visitors last week (9% WoW)&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The brand delivered 31M video views across on and off net platforms (5% YoY)<\/li><li>TODAY All Day saw 200K hours viewed, one of its top three weeks on record&nbsp;<\/li><li>TODAY podcasts saw a record 420K downloads ( 75% vs. prior 13-week avg.)<\/li><li>TODAY newsletters garnered 210K visits (3% vs.13-week average)&nbsp;<ul><li>These newsletters had an average click-thru rate of 8% and an open rate of 28%<\/li><\/ul><\/li><\/ul>\n\n\n\n<p><strong>For Friday, October 29 (TODAY\u2019s Halloween broadcast):<\/strong><\/p>\n\n\n\n<p><strong>TODAY (7-9A)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY led GMA by +53,000 total viewers and +191,000 A25-54 viewers, its widest advantages for a Halloween special in four years<\/li><li>TODAY\u2019s Halloween broadcast increased 8% in total viewers vs. the same day prior week, its biggest&nbsp;week-over-week increase&nbsp;in seven years<\/li><li>Among A25-54 viewers, TODAY\u2019s Halloween broadcast saw a +24% lift vs. prior week, its biggest&nbsp;week-over-week gain&nbsp;in 15 years<\/li><li>TODAY was also the only morning show to improve its audience across-the-board versus the same day last season: up +7% in total viewers, +5% among A25-54 viewers, and +1% among A18-49 viewers<\/li><\/ul>\n\n\n\n<p><strong>3RD HOUR TODAY<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>THE&nbsp;3RD HOUR&nbsp;OF&nbsp;TODAY had its highest-rated day of the season in total, A25-54, and A18-49 viewership<ul><li>Versus the same day prior week, 3RD HOUR TODAY\u2019s Halloween broadcast was up +26% in total viewers, +47% among A25-54 viewers, and +42% among A18-49 viewers<\/li><li>Compared to the same day last season (10\/30\/2021), 3<sup>RD<\/sup>&nbsp;HOUR TODAY increased +15% in total viewers, +22% among A25-54 viewers, and +21% among A18-49 viewers<\/li><\/ul><\/li><\/ul>\n\n\n\n<p><strong>TODAY with HODA &amp; JENNA<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>TODAY WITH\u00a0HODA &amp; JENNA posted its highest-rated day of the season in total, A25-54, and A18-49 viewership<ul><li>Versus the same day prior week, HODA &amp; JENNA\u2019s Halloween broadcast rose +35% in total viewers, +48% among A25-54 viewers, and +51% among A18-49 viewers<\/li><li>Compared to the same day last season (10\/30\/2021), HODA &amp; JENNA increased +25% in total viewers, +27% among A25-54 viewers, and +30% among A18-49 viewers<\/li><\/ul><\/li><\/ul>\n\n\n\n<p><strong><u>2021-22 SEASON-TO-DATE (9\/20\/2021-10\/31\/2021)<\/u><\/strong><\/p>\n\n\n\n<p><strong>TODAY has ranked #1 in A25-54 and A18-49 at this point of the season for seven consecutive years<\/strong><\/p>\n\n\n\n<p><strong>TODAY\u2019s A25-54 advantage over GMA (+113,000) is up 45% from the same point last season (+78,000) and is at its highest level in three years<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>On a percentage basis, TODAY\u2019s demo lead over GMA (14.2%) is the highest in five seasons<\/li><\/ul>\n\n\n\n<p><strong>TODAY\u2019s A18-49 lead over GMA (+128,000) is 11% better than the same point last season (+115,000) and the highest level in four years<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>On a percentage basis, TODAY\u2019s A18-49 lead over GMA (24.2%) is at its highest level in 10 seasons<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>TODAY&nbsp;Tops GMA in Total Viewers on Halloween TODAY Delivers Tightest Total Viewer Margin with GMA in 10 Years TODAY Posts Largest October Demo Lead over GMA in 3 Years The 3rd\u00a0Hour of TODAY and TODAY with Hoda &amp; Jenna Post Highest-Rated Shows All Season NEW YORK \u2013 November 2, 2021 \u2013&nbsp;NBC News\u2019 TODAY was the [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2021\/11\/02\/today-wins-halloween-posts-closest-october-margin-with-gma-in-10-years\/\">Read More&#8230;<span class=\"screen-reader-text\"> from TODAY WINS HALLOWEEN, POSTS CLOSEST OCTOBER MARGIN WITH GMA IN 10 YEARS<\/span><\/a><\/p>\n","protected":false},"author":16,"featured_media":4946,"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_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[10],"tags":[4],"class_list":["post-4943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-today","tag-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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