TODAY IS #1 IN KEY DEMO FOR 85 STRAIGHT WEEKS

TODAY Wins 274 out of 276 Weeks in A25-54

TODAY Tops GMA in Total Viewers Last Wednesday 

TODAY Is #1 in Key Demo Season to Date for 6th Straight Year

NEW YORK – April 13, 2021 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. The win marks 85 straight weeks (274 out of 276 weeks) in first place. TODAY also won in total viewers Wednesday. For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season. 

TODAY Digital saw its largest audience since February reaching nearly 17 million unique visitors last week and grew by 25% versus the prior year. Additionally, it also reached 31 million total video starts across network platforms. 

TODAY HIGHLIGHTS

TODAY averaged 892,000 A25-54 viewers, leading GMA by +48,000 (+6%) and CBS This Morning by +284,000 (+47%)

  • TODAY has now ranked #1 in the key demo for 85 consecutive weeks and 274 of the last 276 weeks

TODAY averaged 635,000 A18-49 viewers, outperforming GMA by +77,000 (+14%) and CBS by +242,000 (+61%)

TODAY averaged 3.112 million total viewers, +446,000 (+17%) more than CBS This Morning 

  • TODAY was the top-rated morning show on Wednesday, leading GMA by +60,000 total viewers

TODAY Digital saw its largest audience since February reaching nearly 17 million unique visitors last week.

  • Driven by coverage of Prince Philip’s death, TODAY saw its largest audience since early February, reaching nearly 17M unique visitors last week (+15% WoW, +25%YoY)
    • The top article Why Prince Philip walked with William and Harry at Princess Diana’s funeral is the brand’s most-viewed article this year and among the top five articles on record (4.4M on-net page views)
  • TODAY also reached 31M total video starts across on and off network platforms
    • Last week’s top on-net video Prince Philip has died at age 99 reached nearly 4M starts, making it TODAY’s most-viewed clip ever on on-net platforms
  • TODAY All Day reached 66K hours viewed and 511K video starts with the average on-net viewer watching for nearly 30 minutes

2020-21 SEASON-TO-DATE (9/21/2020-4/11/2021)

TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years 

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