TODAY Posts Its Longest Winning Streak in More Than 3 Years, Topping GMA for 12 Straight Weeks in the Key Demo

TODAY Topped GMA Outright in Total Viewers and the Key Demo Tuesday, Nov. 17, Its Biggest Single-Day Victory Since the London Olympics

TODAY Posts Its Biggest Weekly Demo Win over GMA Since London and Closest Total Viewer Margin with GMA Since Sochi

TODAY Won All 5 Days in the Demo for the Third Week in a Row

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 19, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 for the week of November 16, topping Good Morning America by its largest margin since the London Olympics.  On Tuesday, Nov. 17, TODAY topped GMA outright by a giant 630k in total viewers and 509k in the key demo – its biggest single-day victory since the London Olympics (8/10/2012).  TODAY’s win marks 12 straight weeks in first place beating GMA in the key demo for 19 weeks this year. TODAY is also the number-one morning show in both A25-54 and A18-49 for the 2015 season, a first since 2011.

For the week of November 16, TODAY topped GMA by a giant 240k in A25-54, its widest margin since the London Olympics. For the third week straight, TODAY won all five days in the key demo.  Last week’s win marks the first time TODAY has won 12 straight weeks in the key demo since 2012, bringing its 2015 total of daily demo wins to 115.

For the week, TODAY delivered its closest total viewer margin with GMA since the Sochi Olympics (non-holiday). TODAY has posted five daily total viewer wins this year.

Season to date, TODAY has radically cut its total viewer gap with GMA by 53% (by a whopping 419k) 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 22% in the key demo and 14% in total viewers versus the same week last year.

TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY was #1 with 2.002 million A25-54 viewers, leading GMA by +14% (+240,000) and CBS This Morning by +93% (+962,000)

• TODAY has now been #1 among A25-54 viewers for 12 consecutive weeks
• This was TODAY largest A25-54 delivery since the week of 3/2/2015
• TODAY posted its widest A25-54 margin over GMA since the London Summer Olympics (w/o 8/6/2012) and its biggest lead over CBS since the week of 1/19/2015
• TODAY has outperformed GMA by at least 100,000 A25-54 viewers in four of the last five weeks
• TODAY won all five mornings in the key A25-54 demo, extending its daily winning streak to 18 straight broadcasts (dating to 10/28/2015).  TODAY has now won 115 individual days and 19 weeks in calendar 2015.
• TODAY delivered a 1.68 A25-54 rating, +0.20 more than GMA and +0.81 more than CBS

TODAY averaged 1.553 million A18-49 viewers, +29% (+345,000) ahead of GMA and +108% (+807,000) over CBS

• TODAY posted its biggest A18-49 average since the week of 2/2/2015
• TODAY had its biggest A18-49 lead over GMA since the Sochi Winter Olympics (w/o 2/17/2014) and best gap over CBS since the week of 1/19/2015
• TODAY has more than doubled CBS’s A18-49 delivery in four of the last six weeks
• TODAY’s 1.22 A18-49 rating was +0.27 higher than GMA and +0.63 better than CBS

TODAY averaged 5.017 million total viewers, topping CBS by +41% (+1.463 million)

• TODAY posted its biggest total viewer audience and biggest lead over CBS since the week of 3/2/2015
• TODAY trailed GMA by -153,000 viewers, narrowing the gap for the third consecutive week.  It was the narrowest non-holiday gap between the two programs since the Sochi Olympics, week of 2/17/2014.

TODAY won the day outright on Tuesday 11/17:

• TODAY finished #1 across total viewers (5.760 million), A25-54 (2.304 million), and A18-49 (1.810 million)
• TODAY secured its widest single-day wins over GMA among total viewers (+630,000) and A25-54 (+509,000) since the London Olympics (8/10/2012)
• TODAY drew its biggest single-day total viewer audience since the Sochi Olympics (2/21/2014) and biggest A25-54 and A18-449 averages since 3/31/2014

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

• In A25-54, TODAY leads GMA by +7% (+115,000) and CBS by +81% (+788,000).  TODAY’s A25-54 advantage over GMA represents a 155% turnaround from a -208,000 deficit at this point last season.
• Among total viewers, the gap between TODAY and GMA is 56% lower vs. last season (-328,000 season-to-date versus a -747,000 deficit at this time last season)
• In A18-49, TODAY tops GMA by +20% (+221,000) and CBS by +97% (+665,000).

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 -14% in total viewers, -22% in A25-54 versus the same week last year

Versus the same week last season, TODAY posted significant turnarounds in its gaps vs. GMA among A25-54 by 205% (+240,000 win last week from a -228,000 loss last season).

• TODAY’s total viewer gap (-153,000) was 79% closer than during the same week last season (-716,000)

Week-to-week, TODAY delivered the largest gains across-the-board in total viewers (+5%, or +232,000), A25-54 (+12%, or +207,000) and A18-49 (+16%, or +218,000)

• Versus the prior week, TODAY’s lead over GMA was higher in both A25-54 (by 74%) and A18-49 (by 76%) while the total viewers gap closed by 17%

Compared to 4Q’15 levels, TODAY saw across-the-board double-digit growth (highest among the morning news shows) in total viewers (+11%, or +488,000), A25-54 (+15%, or +264,000), and A18-49 (+17%, or+229,000)

• TODAY’s leads over GMA were higher among both A25-54 (by 142%) and A18-49 (by 67%).  The total viewer gap was also 56% narrower than the 4Q average.

RATINGS DATA:

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.67	14	5,017	1.22	1,553	1.68	2,002
CBS THIS MORNING	2.56	9	3,554	0.59	746	0.87	1,039
GOOD MORNING AMERICA	3.81	14	5,170	0.95	1,208	1.48	1,762

TODAY.COM AND SOCIAL MEDIA HIGHLIGHTS:

For the 17th straight month, Today.com reached more consumers than GMA on Yahoo.  Over 31.8 million unique visitors turned to Today.com in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 23 consecutive months (32 out of the last 33), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +12% over the last 12 months while GMA on Yahoo has grown +13% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in October 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 October 2015.

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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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