‘TODAY’ WINS 4th QUARTER

TODAY Is the No. 1 Morning Show for the 4th Quarter 2015 in the Key Demo, Its First Quarter Win in More Than 3 Years

TODAY Posts Closest Quarterly Total Viewer Gap with GMA in More Than 3 Years

GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Quarter and Season

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

NEW YORK – January 4, 2015 – TODAY was the number-one morning news show for the fourth quarter 2015, topping Good Morning America by 115k in the key demo A25-54. This marks TODAY’s first quarter win in more than three years, since the third quarter 2012. TODAY also posted its narrowest quarterly total viewer gap with GMA since the third quarter 2012. TODAY was the number-one morning show in A18-49 for the quarter.

GMA is the only morning show down double digits for both the quarter and the season, suffering a 19% loss in the key demo and an 11% loss in total viewers in both measures. For the quarter, TODAY has radically cut its total viewer gap with GMA by 51% (a whopping 329k) versus the fourth quarter last year.

For the week of December 21, all three morning shows were based on a 3-day average due to the Christmas holiday. For the short week, TODAY was once again the number-one morning show in A18-49. TODAY has now posted 134 daily A25-54 wins this year. TODAY remains the number-one show in both A25-54 and A18-49 for the season.

TODAY HIGHLIGHTS:

4TH QUARTER 2015

Show Name	HHRtg	HHShr	P2+Imps	P18-49Rtg	P18-49Imps	P25-54Rtg	P25-54Imps
TODAY	3.40	13	4,623	1.06	1,348	1.51	1,788
CBS THIS MORNING	2.50	10	3,475	0.56	708	0.85	1,013
GOOD MORNING AMERICA	3.62	14	4,939	0.90	1,143	1.41	1,673

TODAY averaged 1.788 million A25-54 viewers, +115,000 (+7%) more than GMA and +774,000 (+76%) better than CBS This Morning

TODAY finished #1 in the A25-54 demo for the first time since 3Q 2012
TODAY’s margin over GMA represents a 282,000 viewer turnaround from the same quarter last year (+115,000 in 4Q’15 vs. a -167,000 loss in 4Q’14)
This represents the 5thconsecutive quarter that TODAY has improved its A25-54 gap vs. GMA (-167k in 4Q’14; -127k in 1Q’15; -52k in 2Q’15; -11k in 3Q’15; +115k in 4Q’15)
TODAY delivered a 1.51 A25-54 rating, +0.10 points higher than GMA and +0.66 points more than CBS

TODAY averaged 4.623 million total viewers, outperforming CBS by +1.146 million (+33%)

TODAY narrowed the total viewer gap vs. GMA for the fourth consecutive quarter, posting its closest margin to the ABC program since 3Q 2012
Versus the same quarter last year, the total viewer gap between TODAY and GMA was 51% closer (316,000 in 4Q’15 vs. 645,000 in 4Q’14)

TODAY averaged 1.348 million A18-49 viewers, leading GMA by +205,000 (+18%) and CBS by +639,000 (+90%)

TODAY has been #1 in A18-49 for 12 consecutive quarters and 84 of the last 85 quarters (dating back to 4Q 1994)
Versus 4Q 2014, TODAY improved its advantage over GMA by 197,000 viewers (from +8,000 to +205,000, or by 2,463%)
TODAY widened its A18-49 lead over GMA for the 4th straight quarter
TODAY delivered a 1.06 A18-49 rating, +0.07 points more than GMA and +0.50 points more than CBS

GMA is the only morning show down double digits in both the key demo and total viewers for the quarter and season.

GMA is down -19% in A25-54 and -11% in total viewers for the quarter and season

WEEK OF DECEMBER 21 2015

*PLEASE NOTE – All three programs are based on a 3-day average due to the Christmas holiday.

Show Name	HHRtg	HHShr	P2+Imps	P18-49Rtg	P18-49Imps	P25-54Rtg	P25-54Imps
TODAY	3.20	13	4,408	0.96	1,222	1.42	1,687
CBS THIS MORNING	2.38	9	3,357	0.57	720	0.89	1,053
GOOD MORNING AMERICA	3.57	14	4,930	0.94	1,189	1.49	1,770

TODAY averaged 1.222 million A18-49 viewers, leading GMA by +33,000 (+3%) and CBS by +502,000 (+70%)

TODAY delivered a 0.96 A18-49 rating, +0.02 points more than GMA and +0.39 points more than CBS

TODAY averaged 1.687 million A25-54 viewers, +635,000 (+60%) ahead of CBS

In calendar 2015 through December 27, TODAY has won 134 individual broadcast days
TODAY’s 1.42 A25-54 rating led CBS by +0.53 points

TODAY averaged 4.408 million total viewers, +1.051 million more than CBS

TODAY led CBS by at least one million viewers for the 11 consecutive week

TODAY.COM AND SOCIAL MEDIA HIGHLIGHTS:

For the 18th straight month, Today.com reached more consumers than GMA on Yahoo. Over 40.6 million unique visitors turned to Today.com in November for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 24 consecutive months (33 out of the last 34), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +70% 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 4.5x GMA on Yahoo’s mobile visitor number in November 2015.

TODAY also continues to top GMA’s fan base on Facebook with 4.9 million fans for TODAY versus 4.7 million for GMA, as of December 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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