‘TODAY’ WINS THE WEEK & MONTH

TODAY Is the No. 1 Morning Show In Total Viewers and All Demos for the Week and for the Month of August

TODAY Posts Longest Winning Streak in More Than 4 Years, Biggest Monthly A25-54 Lead in Nearly 5 Years

TODAY Has Been the No. 1 Morning Show in A25-54 for 1 Full Year

TODAY Is Up Across the Board While GMA is Down Versus Last Year

NEW YORK – August 30, 2016 – NBC News’ TODAY is the number-one morning show winning both last week and the month of August in total viewers and all demos. For the month, TODAY topped GMA in total viewers (+527,000), A25-54 (+534,000), and A18-49 (+462,000). This marks TODAY’s first monthly win in four years, since August 2012, and its biggest monthly A25-54 lead over GMA since September 2011. TODAY has now won the key demo A25-54 for 12 consecutive months.

For the week of August 22, TODAY beat GMA by +91,000 and CBS This Morning by +927,000. This marks TODAY’s third consecutive week in first place, its best winning streak since June 2012. This is first time TODAY has won the week following an Olympic Games since the 2010 (Vancouver), and its first non-Olympic win since March.

Season to date, TODAY is the number-one morning show in both A25-54 and A18-49. Versus the same week last season, TODAY posted the biggest growth among the morning shows in A25-54 (+160,000, or +10%) and A18-49 viewers (+81,000, or +7%) while also adding +55,000 total viewers. GMA was down across the board.

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

TODAY won the month of August across-the-board in total viewers (+527,000 over GMA), A25-54 viewers (+534,000), and A18-49 viewers (+462,000)

This is TODAY’s first monthly total viewer victory since August 2012
TODAY posted its biggest monthly A25-54 lead over GMA since September 2011, and has now won 12 consecutive months and 13 of the last 14 months in the key demo
This was TODAY’s biggest monthly A18-49 lead over GMA since August 2011. TODAY has now been #1 in A18-49 for 17 consecutive months and 19 of the last 21 months.

TODAY averaged 4.336 million total viewers, outperforming GMA by +91,000 (+2%) and CBS This Morning by +927,000 (+27%)

TODAY ranked #1 in total viewers for the 3rdconsecutive week, its best streak since June 2012
This also marks the first time TODAY has won the week following an Olympic Games since 2010 (Vancouver)

TODAY averaged 1.767 million A25-54 viewers, outperforming GMA by +392,000 (+29%) and more than doubling CBS This Morning by +757,000 (+75%)

TODAY has ranked #1 among A25-54 viewers for 35 consecutive weeks and 51 of the last 52 weeks
TODAY won all five mornings in the key demo, increasing its season-to-date total to 219 out of 234 rated broadcast days
TODAY delivered a 1.49 A25-54 rating, +0.33 points ahead of GMA and +0.64 points more than CBS

TODAY averaged 1.310 million A18-49 viewers, +319,000 (+32%) more than GMA and +570,000 (+77%) higher than CBS

TODAY’s 1.03 A18-49 rating led GMA by +0.25 points and CBS by +0.45 points

Versus the same week last season, TODAY posted the biggest growth among the morning shows in A25-54 (+160,000, or +10%) and A18-49 viewers (+81,000, or +7%) while also adding +55,000 total viewers (+1%)

In total viewers, TODAY posted a 492,000 viewer turnaround in its advantage over GMA (+91,000 win last week vs. a -401,000 loss last year)
TODAY saw a 429,000 viewer turnaround in its A25-54 lead over GMA (+392,000 win last week vs. a -37,000 loss last year)
TODAY improved its A18-49 advantages over the competition year-to-year, more than doubling its lead over GMA (by 168%) and seeing a 5% increase vs. CBS

Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers

TODAY averages 1.786 million A25-54 viewers, leading GMA by +12% (+193,000) and CBS by +71% (+739,000). TODAY’s A25-54 advantage over GMA represents a 294,000 viewer turnaround from a -101,000 deficit at this point last season.
In A18-49, TODAY averages 1.341 million and tops GMA by +18% (+203,000) and CBS by +80% (+595,000). TODAY’s A18-49 lead over GMA is up five-fold versus last season (+203,000 vs. a +40,000 lead a year ago).
Among total viewers, the gap between TODAY and GMA is 72% closer than last season (-150,000 season-to-date versus a -542,000 deficit at this time last season).

RATINGS DATA:

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.22	13	4,336	1.03	1,310	1.49	1,767
CBS THIS MORNING	2.51	10	3,409	0.58	740	0.85	1,010
GOOD MORNING AMERICA	3.20	13	4,245	0.78	991	1.16	1,375

TODAY DIGITAL HIGHLIGHTS:

For 31 consecutive months, TODAY.com has reached more mobile consumers than GMA on Yahoo for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.

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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, Billy Bush, 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