TODAY IS #1 FOR 5 STRAIGHT WEEKS

TODAY Posts Its Best Winning Streak in More Than 3 Years, Topping GMA for 5 Weeks Straight in the Key Demo

TODAY is #1 in the Key Demo for the First Two Weeks of the Season, a First in 4 Years

TODAY Dramatically Cut Its Total Viewer Gap with GMA By 590k Vs. the Same Period Last Year

For the Season, GMA Is the Only Morning Show Down Double Digits In the Key Demo and Total Viewers

TODAY Continues as the #1 Morning Show in A18-49

NEW YORK – October 8, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 last week. TODAY’s win marks five straight weeks in first place beating Good Morning America in the key demo for twelve weeks this year. TODAY is also number-one for the first two weeks of the season in the key demo, a first since September 2011.

For the week of September 28, TODAY topped GMA by 45k in the key demo. The win marks the first time TODAY has won five straight weeks in the key demo since June/July 2012. TODAY also cut the total viewer gap with GMA versus the week prior by 66k and versus same week last year by a giant 513k.

Season to date, TODAY has radically cut its total viewer gap with GMA by 60% (a whopping 590k) versus the same period last year. GMA is the only morning show to post double-digit losses for the season suffering a 21% loss in the key demo and an 11% loss in total viewers versus the same period last year. TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY averaged 1.726 million A25-54 viewers, outperforming GMA by +45,000 (+3%) and CBS This Morning by +638,000 (+66%)

TODAY has been #1 among A25-54 viewers for 5 consecutive weeks, its best streak in over three years (since the weeks of 6/11/2012 through 7/9/2012)
TODAY won three mornings in the demo during the week (Mon-Wed), bringing its 2015 totals to 65 daily A25-54 wins and 12 weeks
TODAY’s 1.45 A25-54 rating led ABC by +0.04 points and CBS by +0.57 points

TODAY averaged 1.356 million A18-49 viewers, +186,000 (+16%) ahead of GMA and +632,000 (+87%) more than CBS

TODAY delivered its biggest A18-49 audience since the week of 5/18/2015 and has led GMA by at least 100,000 A18-49 viewers for 7 straight weeks
TODAY averaged a 1.07 A18-49 rating, leading GMA by +0.15 points and CBS by +0.50 points

TODAY averaged 4.542 million total viewers, +921,000 (+25%) more than CBS

TODAY was just -380,000 viewers behind GMA, closing the gap versus the prior week the 3Q ’15 average

Over the first two weeks of the 2015-16 season, TODAY is ranked #1 in both A25-54 viewers (+90,000) and A18-49 viewers (+200,000)

TODAY has posted a 129% turnaround year-over-year in the A25-54 demo (from a -314,000 deficit to GMA last year to a +90,000 lead this season)
TODAY has seen a 313% turnaround in A18-49 viewer gap (from a -94,000 deficit last year to a +200,000 lead currently)
TODAY is seeing a 60% reduction in GMA’s advantage among total viewers (from a -985,000 deficit last year to the current -395,000 average)

Versus the same week last season, TODAY posted across-the-board gains in total viewers (+1%, or +42,000), A25-54 viewers (+5,000), and A18-49 viewers (+2%, or +31,000)

GMA was down -9% in total viewers and by double digits in A25-54 (-15%) and A18-49 (-20%)
TODAY saw a narrower total viewer gap with GMA by 57% (from -893,000 to -380,000), and posted a turnaround in A25-54 (from -256,000 loss last year to a +45,000 win)

TODAY increased its deliveries versus the prior week in total viewers (+6%, or +274,000), A25-54 viewers (+3%, or +45,000), and A18-49 viewers (+6%, or +81,000)

Compared to 3Q’15 levels, TODAY has improved its competitive position vs. GMA by posting larger gains in total viewers (+8%, or +322,000), A25-54 viewers (+9%, or+139,000), and A18-49 viewers (+14%, or +169,000)

RATINGS DATA:

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.35	13	4,542	1.07	1,355	1.45	1,726
CBS THIS MORNING	2.58	10	3,621	0.57	724	0.88	1,042
GOOD MORNING AMERICA	3.60	14	4,922	0.92	1,169	1.41	1,681

TODAY.COM & SOCIAL MEDIA HIGHLIGHTS:

For the 15th straight month, Today.com reached more consumers than GMA on Yahoo. Over 35.6 million unique visitors turned to Today.com in August for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 23 consecutive months (30 out of the last 31), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +60% over the last 12 months while GMA on Yahoo has grown +26% for the same period. As such,Today.com has gone from parity in mobile unique visitors in September 2013 to over 3x GMA on Yahoo’s mobile visitor number in August 2015.

TODAY also continues to top GMA’s fan base on Facebook with 4.7 million fans for TODAY versus 4.5 million for GMA, as of August 2015. TODAY’s Facebook fan base grew by 41.0k fans in August compared to the 32.6k fans GMA added, and TODAY generated 7.3 million interactions with fans compared to just 4.2 million for GMA.

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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.