‘TODAY’ WINS 2 MONTHS STRAIGHT

TODAY Posts Its Best Winning Streak in More Than 3 Years, Topping GMA for 8 Straight Weeks in the Key Demo

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

TODAY Posted Its Best Demo Victory and Narrowest Total Viewer Gap with GMA in More Than a Month

TODAY Has Cut the Total Viewer Gap with GMA in Half Vs. the Same Period Last Year

GMA Has Seen the Steepest Losses of the Morning Shows, Down Double Digits in Both the Key Demo and Total Viewers This Season

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

NEW YORK – October 29, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 last week. TODAY’s win marks eight straight weeks in first place beating Good Morning America in the key demo for fifteen weeks this year. TODAY is also number-one for the first two months of the 2015 season in the key demo, a first since September/October 2011.

For the week of October 19, TODAY topped GMA by 143k in the key demo, its largest victory in a month (since 9/21/15). TODAY won every day last week in the key demo bringing its 2015 total of daily wins to 77. The win marks the first time TODAY has won eight straight weeks in the key demo since May-July 2012. TODAY also posted its closest total viewer gap with GMA (370k) in five weeks (since 9/14/15).

Season to date, TODAY has radically cut its total viewer gap with GMA by 52% (a whopping 427k) versus the same period last year. GMA has seen the steepest losses of the morning shows, suffering a 19% loss in the key demo and an 11% loss in total viewers, season to date. TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY averaged 1.742 million A25-54 viewers, outperforming GMA by +9% (+143,000) and CBs This Morning by +87% (+809,000)

TODAY has now won 8 consecutive weeks among A25-54 viewers, its best demo winning streak in over three years (since the weeks of 5/21/2012 through 7/9/2012)
TODAY’s A25-54 lead over GMA hit a 4-week high (best since week of 9/21/2015). Versus CBS, this was TODAY widest margin of victory in the demo since the week of 5/18/2015
TODAY led all five mornings during the week among A25-54 viewers, bringing its 2015 totals to 77 daily demo wins and 15 weekly victories
TODAY delivered a 1.47 A25-54 rating, leading GMA by +0.12 points and CBS by +0.69 points

TODAY averaged 1.322 million A18-49 viewers, +22% (+239,000) higher than GMA and more than doubling CBS by +108% (+685,000)

TODAY had its biggest A18-49 win over GMA in 20 months (since week of 2/24/2014) and its widest gap over CBS in 5 months (since week of 5/18/2015)
TODAY’s 1.04 A18-49 rating was +0.19 points higher than GMA and +0.54 points better than CBS

TODAY averaged 4.428 million total viewers, +35% (+1.149 million) more than CBS

TODAY trailed GMA by just -370,000 for the week, the narrowest margin between the two programs since the week of 9/14/2015
TODAY led CBS by over one million viewers for the second straight week
On Tuesday, TODAY closed to within -91,000 total viewers of GMA

Season-to-date, TODAY is the #1 morning news program among A25-54 and A18-49 viewers

In A25-54, TODAY leads GMA by +5% (+79,000) and CBS by +78% (+747,000). TODAY’s A25-54 advantage over GMA is a 136% turnaround from a -221,000 deficit at the same point last season.
In A18-49, TODAY is +17% (+188,000) ahead of GMA and +97% (+642,000) higher than CBS.
In total viewers, the gap between TODAY and GMA has been reduced by 52% (-390,000 this season versus -817,000 at this time last season)

GMA is showing the biggest season-to-date losses thus far (double-digits across-the-board).

GMA is down -11% in total viewers, -19% in A25-54

TODAY posted a 186% turnaround in the A25-54 demo compared to the same week last season (+143,000 win last week versus a -167,000 loss a year ago)

The total viewer gap between TODAY and GMA was also narrower by 39% year-over-year (-370,000 last week versus -604,000 last year)

Week-to-week, TODAY posted gains in total viewers (+13,000), A25-54 viewers (+3%, or +47,000), and A18-49 viewers (+4%, or +47,000)

TODAY widened its lead over GMA in both A25-54 (by 240%) and A18-49 (by 88%) versus the prior week

Compared to 4Q’15-to-date levels, TODAY was the only morning news program to deliver an increase in total viewers (+4,000), A25-54 viewers (+52,000, or +3%), and A18-49 viewers (+24,000, or +2%)

Versus GMA, TODAY posted higher advantages in both A25-54 (by 134%) and A18-49 (by 38%) while pulling 6% closer in total viewers
Versus CBS, TODAY increased its leads in total viewers (by 13%), A25-54 viewers (by 11%), and A18-49 viewers (by 9%)

RATINGS DATA:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.28	13	4,428	1.04	1,321	1.47	1,742
CBS THIS MORNING	2.37	9	3,279	0.50	636	0.78	933
GOOD MORNING AMERICA	3.60	14	4,798	0.85	1,082	1.35	1,599

TODAY.COM AND 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.

For more information contact:

Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com

p: 212-664-6205

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