‘TODAY’ WINS 11 WEEKS STRAIGHT

TODAY Posts Its Longest Winning Streak in More Than 3 Years, Topping GMA for 11 Straight Weeks in the Key Demo

TODAY Won All 5 Days in the Demo for the Second Week in a Row

TODAY Posts Its Closest Total Viewer Margin with GMA Since Sochi

GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Season and Versus the Same Week Last Year

Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49, a First in 4 Years

NEW YORK – November 19, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 last week. TODAY’s win marks eleven straight weeks in first place beating Good Morning America in the key demo for eighteen weeks this year. TODAY is also the number-one morning show in A25-54 and A18-49 for the 2015 season, a first since 2011.

For the week of November 9, TODAY topped GMA by a giant 138k in A25-54. For the second week straight, TODAY won all five days in the key demo. Last week’s win marks the first time TODAY has won eleven straight weeks in the key demo since 2012, bringing its 2015 total of daily demo wins to 91.

For the week, TODAY delivered its closest total viewer margin with GMA since the Sochi Olympics (non-holiday). TODAY has posted four daily total viewer wins this year.

Season to date, TODAY has radically cut its total viewer gap with GMA by 53% (a whopping 400k) versus the same period last year. GMA is the only morning show down double digits, suffering a 19% loss in the key demo and an 11% loss in total viewers, season to date. GMA is also down 22% in the key demo and 13% in total viewers versus the same week last year. TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY averaged 1.795 million A25-54 viewers, leading GMA by +138,000 (+8%) and CBS This Morning by +786,000 (+78%)

TODAY secured its 11th consecutive #1 rank among A25-54 viewers, its best demo streak in over three years
This was the third time in the last four weeks that TODAY led GMA by at least 100,000 demo viewers
TODAY won all five mornings during the week among A25-54 viewers, extending its daily winning streak to 13 consecutive broadcasts over GMA. This brings TODAY’s 2015 totals to 91 daily demo wins and 18 weekly victories.
TODAY’s 1.51 A25-54 rating was +0.12 points higher than GMA and +0.66 points better than CBS

TODAY averaged 1.335 million A18-49 viewers, +196,000 (+17%) ahead of GMA and +616,000 (+86%) more than CBS

TODAY posted a 1.05 A18-49 rating, topping GMA by +0.15 points and CBS by +0.48 points

TODAY averaged 4.785 million total viewers, outperforming CBS by +1.264 million (+36%)

TODAY trailed GMA by just -185,000 total viewers. Excluding holidays, this was the closest margin between the two programs since the Sochi Olympics (week of 2/17/2014)
TODAY has outperformed CBS by at least one million viewers for five consecutive weeks

Versus the same week last season, TODAY narrowed the total viewer gap with GMA by 70% (-185,000 last week versus -621,000 a year ago)

TODAY also posted a 159% turnaround in the A25-54 gap (+138,000 win last week vs. -235,000 loss last year).

Season-to-date, TODAY is the #1 morning news program among A25-54 and A18-49 viewers

In A25-54, TODAY leads GMA by +6% (+99,000) and CBS by +79% (+767,000). TODAY’s A25-54 advantage over GMA represents a 149% turnaround from a -205,000 deficit at this point last season.
In A18-49, TODAY tops GMA by +18% (+206,000) and CBS by +96% (+648,000).
Among total viewers, the gap between TODAY and GMA is 53% lower vs. last season (-350,000 season-to-date versus a -750,000 deficit at this time last season)

GMA is the only morning show down double digits in both the key demo and total viewers for the season and versus the same week last year.

GMA is down -11% in total viewers, -19% in A25-54 for the season
GMA is down -13% in total viewers, -22% in A25-54 versus the same week last year

TODAY posted the biggest growth versus 4Q’15 levels in total viewers (+7%, or +296,000) and A25-54 viewers (+4%, or +66,000) while also increasing +1% (+13,000) among A18-49 viewers

Compared to the 4Q average, TODAY’s A25-54 lead over GMA was up 48% (+138,000 last week vs. +93,000 4QTD) and the total viewer gap was cut in half by 51% (-185,000 last week vs. -377,000 4QTD)

RATINGS DATA:

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.50	13	4,785	1.05	1,335	1.51	1,795
CBS THIS MORNING	2.55	10	3,521	0.57	719	0.85	1,009
GOOD MORNING AMERICA	3.62	14	4,970	0.90	1,139	1.39	1,657

TODAY.COM AND SOCIAL MEDIA HIGHLIGHTS:

For the 17th straight month, Today.comreached more consumers than GMA on Yahoo. Over 31.8 million unique visitors turned to Today.com in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 23 consecutive months (32 out of the last 33), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +12% over the last 12 months while GMA on Yahoo has grown +13% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in October 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 October 2015.

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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.

For more information contact:

Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com

p: 212-664-6205

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