TODAY Posts Its Best Winning Streak in More Than 3 Years, Topping GMA for 6 Weeks Straight in the Key Demo
TODAY is #1 in the Key Demo for the First Three Weeks of the Season, a First in 4 Years
TODAY Has Cut the Total Viewer Gap with GMA in Half Vs. the Same Period Last Year
GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Season and Versus the Same Week Last Year
TODAY Continues as the #1 Morning Show in A18-49
NEW YORK – October 15, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 last week. TODAY’s win marks six straight weeks in first place beating Good Morning America in the key demo for thirteen weeks this year. TODAY is also number-one for the first three weeks of the season in the key demo, a first since September 2011.
For the week of October 5, TODAY topped GMA by 35k in the key demo. The win marks the first time TODAY has won six straight weeks in the key demo since June/July 2012. TODAY also cut the total viewer gap with GMA versus the same week last year by 47% (359k).
Season to date, TODAY has radically cut its total viewer gap with GMA by 56% (a whopping 512k) versus the same period last year. GMA is the only morning show to post double-digit losses for the season suffering a 20% loss in the key demo and an 11% loss in total viewers, versus the same period last year. GMA is also down 17% in the key demo and 10% in total viewers versus the same week last year. TODAY remains the number-one show in A18-49 for the year.
TODAY HIGHLIGHTS:
TODAY averaged 1.656 million A25-54 viewers, +35,000 (+2%) ahead of GMA and +710,000 (+75%) more than CBS This Morning
- This was TODAY’s 6thconsecutive week as the top-rated morning program in the A25-54 demo, its best streak in over three years (since the weeks of 6/4/2012 through 7/9/2012)
- TODAY won four mornings in the demo during the week, (Mon, Tue, Thu, Fri), bringing its 2015 totals to 69 daily A25-54 wins and 13 weekly victories
- TODAY delivered a 1.39 A25-54 rating, +0.03 points higher than GMA and +0.59 points better than CBS
TODAY averaged 1.276 million A18-49 viewers, leading GMA by +180,000 (+16%) and CBS by +632,000 (+98%)
- TODAY held its biggest percentage lead over CBS in over three months (since the week of 6/22/2015)
- TODAY’s 1.01 A18-49 rating topped GMA by +0.15 points and CBS by +0.50 points
TODAY averaged 4.403 million total viewers, outperforming CBS by +985,000 (+29%)
- TODAY had its widest total viewer margin vs. CBS in three weeks
Versus the same week last season, TODAY’s total viewer gap with GMA was reduced by 47% (-409,000 last week vs. -768,000 a year ago)
- TODAY posted a 123% turnaround in the A25-54 race against GMA year-over-year (+35,000 win last week vs. -154,000 last year)
- TODAY also widened its A18-49 advantage over GMA to +180,000 from a +15,000 lead last year
Over the first three weeks of the 2015-16 season, TODAY’s is the #1 morning news show among A25-54 and A18-49 viewers
- In A25-54, TODAY leads GMA by +4% (+69,000) and CBS by +72% (+708,000). TODAY’s A25-54 advantage over GMA is a 127% turnaround from a -260,000 deficit at the same point last season.
- In A18-49, TODAY is +17% (+191,000) ahead of GMA and +90% (+619,000) higher than CBS.
- In total viewers, the gap between TODAY and GMA has been reduced by 56% (-401,000 this season versus -913,000 last year at this time)
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.27 | 13 | 4,403 | 1.01 | 1,276 | 1.39 | 1,656 |
| CBS THIS MORNING | 2.48 | 10 | 3,418 | 0.51 | 643 | 0.80 | 946 |
| GOOD MORNING AMERICA | 3.58 | 14 | 4,812 | 0.86 | 1,096 | 1.36 | 1,621 |
TODAY.COM & SOCIAL MEDIA HIGHLIGHTS:
For the 16th straight month, Today.com reached more consumers than GMA on Yahoo. Over 30.8 million unique visitors turned to Today.com in September for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 24 consecutive months (31 out of the last 32), Today.com has reached more mobile consumers than GMA on Yahoo.
Additionally, Today.com’s mobile unique visitors have grown +27% over the last 12 months while GMA on Yahoo has grown +12% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to almost 3x GMA on Yahoo’s mobile visitor number in September 2015.
TODAY also continues to top GMA’s fan base on Facebook with 4.7 million fans for TODAY versus 4.4 million for GMA, as of September 2015. TODAY’s Facebook fan base grew by 40.5k fans in September compared to the 32.6k fans GMA added.
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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.
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Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205
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