TODAY Posts Its Longest Winning Streak in More Than 3 Years, Topping GMA for 10 Straight Weeks in the Key Demo

TODAY Has its Widest Demo Win Over GMA Since the London Olympics, Winning All 5 Days Last Week

TODAY Won Outright in Total Viewers Last Monday and Had Its Closest Total Viewer Gap with GMA Since the Sochi Olympics

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

Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49, a First in 4 Years

NEW YORK – November 12, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 last week.  TODAY’s win marks ten straight weeks in first place beating Good Morning America in the key demo for seventeen weeks this year. TODAY is also the number-one morning show in A25-54 and A18-49 for the 2015 season, a first since 2011.

For the week of November 2, TODAY topped GMA by a giant 172k, its widest key demo victory over GMA since the London Olympics.  TODAY won all 5 days in the key demo for the week.  TODAY also won outright last Monday, beating GMA in total viewers, and it posted its closest non-holiday total viewer gap since the Sochi Olympics.  Last week’s win marks the first time TODAY has won ten straight weeks in the key demo since 2012. TODAY has raised its 2015 total of daily demo wins to 86, and its daily total viewer wins to 4.

Season to date, TODAY has radically cut its total viewer gap with GMA by 51% (a whopping 392k) versus the same period last year.  GMA is the only morning show down double digits, suffering a 19% loss in the key demo and an 11% loss in total viewers, season to date.  GMA is also down 18% 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 1.829 million A25-54 viewers, outperforming GMA by +10% (+172,000) and CBS This Morning by +81% (+818,000)

• TODAY ranked #1 among A25-54 viewers for the 10th consecutive weeks, its best demo streak in over three years
• TODAY posted its widest demo win over GMA since the London Summer Olympics (week of 8/6/2012) and its best A25-54 margin over CBS in almost six months (since the week of 5/18/2015)
• TODAY topped GMA by at least 100,000 A25-54 viewers for the second time in the last three weeks
• This was TODAY’s biggest A25-54 audience delivery since the week of 5/11/2015
• TODAY won all five mornings in A25-54 during the week, extending its streak to eight consecutive broadcasts over GMA (dating to Wednesday, 10/28/2015).  This brings TODAY’s 2015 totals to 86 daily demo wins and 17 weekly victories.
• TODAY delivered a 1.54 A25-54 rating, leading ABC by +0.15 points and CBS by +0.69 points

TODAY averaged 1.410 million A18-49 viewers, +27% (+300,000) ahead of GMA and +102% more than CBS (+712,000)

• TODAY delivered is biggest A18-49 margin over GMA since the Sochi Winter Olympics (week of 2/17/2014) and widest gap over CBS since the week of 3/2/2015
• TODAY has more than doubled CBS’s A18-49 delivery three times in the last four weeks
• This was TODAY’s largest A18-49 average audience since the week of 5/18/2015
• TODAY posted a 1.11 A18-49 rating, +0.23 ahead of GMA and +0.56 more than CBS

TODAY averaged 4.886 million total viewers, topping CBS by +35% (1.279 million)

• TODAY had its closest non-holiday total viewer margin with GMA (-205,000) since the Sochi Olympics (week of 2/17/2015).
• TODAY posted its biggest total viewer audience since the week of 3/2/2015 and held its widest advantage over CBS since the week of 3/23/2015
• TODAY led CBS by at least one million total viewers for the fourth consecutive week
• TODAY topped GMA by 5,000 total viewer on Monday, its fourth single-day victory in calendar 2015

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

• In A25-54, TODAY leads GMA by +6% (+93,000) and CBS by +79% (+764,000).  TODAY’s A25-54 advantage over GMA represents a 146% turnaround from a -201,000 deficit at this point last season.
• In A18-49, TODAY tops GMA by +19% (+207,000) and CBS by +98% (+653,000).
• Among total viewers, the gap between TODAY and GMA is 51% lower vs. last season (-377,000 season-to-date versus a -769,000 deficit at this time last season)

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.

• GMA is down -11% in total viewers, -19% in A25-54 for the season
• GMA is down -10% in total viewers, -18% in A25-54 versus the same week last year

Versus the same week last season, TODAY saw a 208% turnaround in its A25-54 gap vs. GMA (+172,000 win versus a -159,000 loss last year) and a 69% reduction of the total viewer margin (-205,000 last week versus -669,000 last year)

TODAY posted the biggest week-to-week growth among the morning news shows, increasing +11% (+502,000) in total viewers, +4% (+76,000) among A25-54 viewers, and +6% (+86,000) among A18-49 viewers

• Compared to the prior week, TODAY had higher leads over GMA in both A25-54 (by 126%) and A18-49 (by 48%) while reducing the total viewer gap by 59%

TODAY also delivered the biggest gains over 4Q’15 levels in total viewers (+11%, or +468,000), A25-54 viewers (+7%, or +118,000), and A18-49 viewers (+8%, or +104,000)

• Versus the 4Q’15 average, TODAY’s advantages over GMA were higher in A25-54 (by 118%) and A18-49 (by 58%) while the total viewer margin was cut in half (50% lower)
• TODAY also posted higher margins over CBS in total viewers (by 22%), A25-54 (by 8%) and A18-49 (by 11%)

RATINGS DATA:

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.58	13	4,886	1.11	1,410	1.54	1,829
CBS THIS MORNING	2.59	10	3,607	0.55	698	0.85	1,011
GOOD MORNING AMERICA	3.76	14	5,091	0.88	1,110	1.39	1,657

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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