‘TODAY’ WINS THE WEEK IN DEMO

TODAY Has Been the #1 Morning Show in the Key Demo A25-54 for 17 out of the Last 18 Weeks

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

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

NEW YORK – January 11, 2016 – TODAY was the number-one morning show in the key demo A25-54, beating Good Morning America for 17 out of the last 18 weeks. TODAY is also the number-one morning show in both A25-54 and A18-49 for the season.

For the week of December 28, TODAY topped GMA by 22k in A25-54 and continued as the number-one morning show in A18-49. Season to date, TODAY has radically cut its total viewer gap with GMA by 50% (a whopping 316k) versus the same period last year. GMA is the only morning show down double digits, suffering a 18% loss in the key demo and an 10% loss in total viewers, season to date.

*Please note: All three morning shows were based on a 3-day average due to the New Year’s holiday for the week. Additionally, as of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

Week of December 28

TODAY averaged 1.611 million A25-54 viewers, leading GMA by +22,000 (+1%) and CBS This Morning by +534,000 (+50%)

TODAY has been #1 among A25-54 viewers for 17 of the last 18 weeks
TODAY delivered a 1.36 A25-54 rating, +0.02 points ahead of GMA and +0.45 points more than CBS

TODAY averaged 1.129 million A18-49 viewers, +20,000 (+2%) higher than GMA and +314,000 (+38%) more than CBS

TODAY’s 0.89 A18-49 rating led GMA by +0.02 points and CBS by +0.25 points

TODAY averaged 4.355 million total viewers, outperforming CBS by +827,000 (+23%)

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

GMA is down -10% in total viewers, -18% in A25-54 for the season

Compared to the same week last season, TODAY improved in total viewers (+3%, or +113,000), A25-54 viewers (+8%, or +117,000), and A18-49 viewers (+3%, or +33,000)

TODAY posted a 163,000 viewers turnaround in its A25-54 gap vs. GMA (+22,000 win last week vs. -141,000 loss a year ago) and an 80,000 viewer turnaround in A18-49 (+20,000 win last week vs. a -60,000 loss 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% (+111,000) and CBS by +75% (+763,000). TODAY’s A25-54 advantage over GMA represents a 278,000 viewer turnaround from a -167,000 deficit at this point last season.
In A18-49, TODAY tops GMA by +17% (+197,000) and CBS by +87% (+624,000). TODAY’s A18-49 lead versus GMA is 191,000 viewers wider than last season (when it was just +6,000).
Among total viewers, the gap between TODAY and GMA is 50% narrower vs. last season (-320,000 season-to-date versus a -636,000 deficit at this time last season).

RATINGS DATA:

Net	HHRtg	HHShr	P2+Imps	P18-49Rtg	P18-49Imps	P25-54Rtg	P25-54Imps
TODAY	3.18	13	4,355	0.89	1,129	1.36	1,611
CBS THIS MORNING	2.53	10	3,528	0.64	815	0.91	1,077
GOOD MORNING AMERICA	3.45	14	4,774	0.87	1,109	1.34	1,589

TODAY.COM 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

Members of the media can get more information about NBCUniversal and its programming on the NBCUniversal Media Village Web site at www.nbcumv.com.

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