‘TODAY’ WINS THE WEEK IN KEY DEMO

TODAY Posted Its Biggest Key Demo A25-54 Victory Over GMA Since the Second Week of the Sochi Olympics in 2014

TODAY Posted Its Largest Total Viewer Audience In 7 Weeks

TODAY Has Posted 20 Daily Key Demo Wins This Year

TODAY Is the #1 Morning News Show in A18-49 Season-to-Date

NEW YORK – May 1, 2015 – NBC’s TODAY was the #1 morning show in the key demo A25-54, beating Good Morning America for the week of April 20. TODAY posted its biggest A25-54 victory over GMA since the second week of the Sochi Olympics, and its largest total viewer audience in seven weeks. TODAY has won six of the last ten mornings in A25-54 and gained 69k total viewers week to week. On Wednesday, TODAY topped GMA by +174,000 A25-54 viewers, marking its biggest single day demo win since September 5, 2014. TODAY has posted 20 daily key demo wins and a total viewer win since the start of the year.

TODAY remains the #1 morning news program in A18-49 for the season.

TODAY HIGHLIGHTS:

Week of April 20

• TODAY was the #1 morning news program among A25-54 viewers, beating GMA by (+28,000)
• TODAY averaged 1.793 million A25-54 viewers, leading GMA by +2% (+28,000) and CBS This Morning by +70% (+736,000)
  • This was TODAY’s first A25-54 win since the week of 12/22/2014 and its biggest demo gap over GMA since the week of 2/17/2014 (week #2 of the Sochi Olympics)
  • TODAY has won 6 of the last 10 mornings among A25-54.  For the second consecutive week, TODAY won three of five mornings among A25-54 (Monday through Wednesday)
  • On Wednesday, TODAY topped GMA by +174,000 A25-54 viewers for its biggest single day demo win since September 5, 2014
  • TODAY delivered a 1.50 A25-54 rating, +0.02 more than GMA and +0.62 more than CBS
• TODAY averaged 1.383 million A18-49 viewers, 15% (178,000) higher than GMA and +88% (+647,000) better than CBS
  • TODAY has been #1 for six consecutive weeks among A18-49 viewers
  • TODAY posted its biggest A18-49 viewers win over GMA in over two months, since the week of 2/2/2015
  • TODAY’s 1.09 A18-49 was +0.14 better than GMA and +0.51 higher than CBS
• TODAY averaged 4.809 million total viewers for the week, outperforming CBS by +29% (+1.085 million)
  • TODAY delivered its biggest total viewer audience in seven weeks
  • TODAY had its closest total viewer gap to GMA (-274,000) since the week of 12/22/2014
  • On Thursday morning, TODAY trailed GMA by just 14,000 total viewers, its closest single-day margin since a TODAY victory on January 28, 2015
• Week-to-week, TODAY saw a +69,000 (+1%) increase in total viewers
  • Compared to the 2Q’15-to-date average, TODAY gained +112,000 total viewers, +5,000 A18-49 viewers, and +7,000 A25-54 viewers
• The total viewer gap between TODAY and GMA was lower by:
  • 51% week-to-week
  • 64% versus the same week last season
  • 49% compared to current 2Q’15 levels
• Comparing the first 4 weeks of 2Q’15 to last year, TODAY has cut into GMA’s leads by 30% in total viewers and +61% among A25-54 viewers
• Season-to-date, TODAY is the #1 morning news program among A18-49 viewers, +1% higher than GMA and more than doubling CBS This Morning by +103%

RATINGS DATA:

Week of April 20

Program	HH Rtg	HH Shr	P2+ Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.48	13	4,809	1.50	1,793
CBS THIS MORNING	2.69	10	3,724	0.88	1,057
GOOD MORNING AMERICA	3.79	15	5,083	1.48	1,765

TODAY.COM HIGHLIGHTS:

For the 10th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo.  Almost 30 million unique visitors turned to Today.com in March for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 18 consecutive months (25 out of the last 26), Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +78% over the last 12 months while Goodmorningamerica.com on Yahoo has declined -28% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3.5x Goodmorningamerica.com on Yahoo’s mobile visitor number in March 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