TODAY Cut the Key Demo Gap with GMA by a Giant 59% Quarter to Date Vs. the Same Period Last Year

TODAY Narrowed the Total Viewer Gap by 25% Vs. the Same Period Last Year

TODAY Has Posted 3 Weekly Key Demo Wins this Quarter

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

NEW YORK – May 7, 2015 – NBC’s TODAY continues to gain momentum and tighten the morning news ratings race. For the week of May 25, TODAY came within just 132k viewers of GMA in the key demo A25-54.  TODAY closed the gap with GMA by a massive 59% in the key demo and by 25% in total viewers, quarter to date, versus the same period last year.

TODAY has posted three weekly demo wins and a daily total viewer win this year. TODAY remains the #1 morning news program in A18-49 for the season.


Week of May 25

TODAY averaged 4.462 million total viewers, leading CBS by +27% (+959,000)

TODAY averaged 1.700 million A25-54 viewers, +67% (+680,000) ahead of CBS

  • TODAY’s 1.42 A25-54 rating led CBS by +0.57 rating points

TODAY was #1 with 1.324 million A18-49 viewers, outperforming GMA by +3% and CBs by +80%

  • TODAY delivered a 1.04 A18-49 rating, +0.03 points more than GMA and +0.46 points higher than CBS

During 2Q’15-to-date, TODAY has narrowed GMA’s leads versus the same period last year in total viewers (by 25%) and A25-54 viewers (by 59%)

For the 2014-15 season-to-date, TODAY is the #1 morning news program among A18-49 viewers

  • TODAY is averaging 1.446 million A18-49 viewers this season, +2% ahead of GMA and doubling CBS by +100%


Net HH
TODAY 3.27 13 4,462 1.42 1,700
CBS THIS MORNING 2.51 10 3,503 0.85 1,020
GOOD MORNING AMERICA 3.83 15 5,128 1.53 1,832


For the 11th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo.  Over 30 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 19 consecutive months (26 out of the last 27), Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +90% over the last 12 months while Goodmorningamerica.com on Yahoo has remained flat for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3x Goodmorningamerica.com on Yahoo’s mobile visitor number in April 2015.


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

Members of the media can get more information about NBCUniversal and its programming on the NBCUniversal Media Village Web site at www.nbcumv.com.
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