TODAY Tops GMA in the Key Demo for 62 Straight Weeks, Best Streak More Than in 4 Years

TODAY Gains the Most Demo Viewers of the Morning Shows Week to Week

TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date

NEW YORK – March 7, 2017 – NBC News’ TODAY was the number-one morning show for the week topping ABC’s “Good Morning America” once again in the key demo A25-54.  TODAY has now won 62 straight weeks in the key demo (78 of 79 weeks), its best streak in more than four years. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 41% closer (-157,000 versus -267,000) versus last season. Additionally, TODAY won the February sweep in the key demo, and last year, TODAY won eight weeks in total viewers including the week of the presidential election, the month of December, and the third quarter.


Week of February 27

Net HH
TODAY 3.09 12 4318 0.97 1244 1.37 1642
CBS THIS MORNING 2.61 10 3627 0.59 755 0.89 1067
GOOD MORNING AMERICA 3.54 14 4804 0.89 1148 1.28 1544

 TODAY averaged 1.642 million A25-54 viewers, outperforming GMA by +98,000 (+6%) and CBS by +575,000 (+54%)

  • TODAY has ranked #1 among A25-54 viewers for 62 consecutive weeks (best streak in over four years) and 78 of the last 79 weeks
  • TODAY’s demo lead over CBS hit a three week high
  • Week-to-week, TODAY added +63,000 A25-54 viewers, the most among the morning news programs
  • TODAY delivered a 1.37 A25-54 rating, +0.09 points ahead of GMA and +0.48 points more than CBS

TODAY averaged 1.244 million A18-49 viewers, +96,000 (+8%) more than GMA and +489,000 (+65%) higher than CBS

  • TODAY posted its best A18-49 win over CBS in five weeks
  • TODAY saw the biggest A18-49 gain week-to-week (+69,000, or +6%)
  • TODAY’s 0.97 A18-49 rating led GMA by +0.08 points and CBS by +0.38 points

TODAY averaged 4.318 million total viewers, leading CBS This Morning by +691,000 (+15%)

  • This was TODAY’s biggest total viewer win over CBS in six weeks.  TODAY improved its advantage over CBS by 23% week-to-week
  • TODAY’s total viewer delivery increased by +72,000 (+2%) week-to-week


TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 65% vs. last season while its A18-49 lead over GMA has improved by 7%

TODAY’s total viewer gap vs. GMA has been reduced by 41% (-157,000 vs. -267,000 last season)


TODAY reached more consumers than GMA on Yahoo with over 35.4 million unique visitors turning to TODAY.com in January for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 37 consecutive months (46 out of the last 47), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3.4x GMA on Yahoo’s mobile visitor number in January 2016.



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