TODAY Posts Its Longest Winning Streak in More Than 3 Years, Topping GMA for 14 Straight Weeks in the Key Demo
TODAY Won All 5 Days in the Demo for the 5th Week in a Row
GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Season
Season to Date, TODAY is the #1 Morning Show in Both A25-54 and A18-49, a First in 4 Years
NEW YORK – December 10, 2015 – TODAY was once again the number-one morning show in the key demo A25-54 for the week of November 30. TODAY’s win marks 14 straight weeks in first place beating Good Morning America in the key demo for 21 weeks this year. On both Monday and Wednesday of last week, TODAY led GMA by more than 300k demo viewers. 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 30, TODAY topped GMA by 193k in A25-54. For the fifth week straight, TODAY won all five days in the key demo. Last week’s win marks the first time TODAY has won 14 straight weeks in the key demo since 2012, bringing its 2015 total of daily demo wins to 123.
Season to date, TODAY has radically cut its total viewer gap with GMA by 56% (by a whopping 397k) versus the same period last year. TODAY has finished within 300k total viewers of GMA for five consecutive weeks. 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 9% 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 1.894 million A25-54 viewers, outperforming GMA by +11% (+193,000) and CBS This Morning by +70% (+776,000)
- TODAY has now been the #1 morning news program for 14 consecutive weeks among A25-54 viewers
- TODAY won all five morning in the key demo, extending its current daily winning streak to 26 straight broadcasts (dating back to 10/28/2015). On both Monday and Wednesday, TODAY led GMA by more than 300,000 A25-54 viewers.
- In calendar year 2015, TODAY has now won 123 individual days and 21 weeks among A25-54 viewers
- TODAY’s 1.59 A25-54 rating led GMA by +0.16 points and CBS by +0.65 points
TODAY averaged 1.392 million A18-49 viewers, +17% (+198,000) more than GMA and +77% (+604,000) ahead of CBS
- TODAY delivered a 1.10 A18-49 rating, +0.16 points higher than GMA and +0.48 points better than CBS
TODAY averaged 4.754 million total viewers, topping CBS by +28% (+1.047 million)
- For the eighth week in a row, TODAY has led CBS by at least one million total viewers
- TODAY has finished within 300,000 total viewers of GMA for 5 consecutive weeks
GMA is the only morning show down double digits in both the key demo and total viewers for the season.
- GMA is down -11% in total viewers, -19% in A25-54 for the season
- GMA is down -9% in total viewers, -18% in A25-54 versus the same week last year
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% (+121,000) and CBS by +79% (+785,000). TODAY’s A25-54 advantage over GMA represents a 310,000 viewer turnaround from a -189,000 deficit at this point last season.
- In A18-49, TODAY tops GMA by +19% (+217,000) and CBS by +94% (+656,000).
- Among total viewers, the gap between TODAY and GMA is 56% lower vs. last season (-318,000 season-to-date versus a -715,000 deficit at this time last season).
Compared to the same week last season, TODAY posted a 284,000 viewer turnaround in the A25-54 demo (+193,000 win last week vs. a -91,000 loss a year ago)
- In addition, TODAY more than tripled its A18-49 lead over GMA versus year ago levels (+197,000 last week vs. +55,000 a year ago) and saw a 35% closer total gap
Week-to-week, TODAY delivered the biggest increase among A25-54 viewers (up +77,000 or +4%) while also seeing a +14,000 (+1%) gain among A18-49 viewers
- TODAY’s A25-54 advantage versus GMA more than doubled week-to-week (+193,000 vs. +91,000 during the previous week)
TODAY posted higher deliveries than its 4Q’15-to-date averages in total viewers (+3%, or +150,000), A25-54 viewers (+7%, or +125,000), and A18-49 viewers (+3%, or +41,000)
RATINGS DATA:
| Program | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 3.48 | 13 | 4,754 | 1.10 | 1,391 | 1.59 | 1,894 |
| CBS THIS MORNING | 2.70 | 10 | 3,707 | 0.62 | 788 | 0.94 | 1,118 |
| GOOD MORNING AMERICA | 3.62 | 14 | 5,049 | 0.94 | 1,194 | 1.43 | 1,701 |
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 4.8 million fans for TODAY versus 4.6 million for GMA, as of November 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.
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