TODAY Wins Outright Last Thursday Topping GMA in Both Total Viewers and the Key Demo

TODAY Has Been the #1 Morning Show in the Key Demo 22 Out of the Last 23 Weeks

TODAY Has Cut the Total Viewer Gap with GMA By 71% Vs. the Same Week Last Year

GMA Is the Only Morning Show Down Double Digits In Both the Key Demo and Total Viewers for the Season and Vs. the Same Week Last Year

Season to Date, TODAY Is the #1 Morning Show in Both A25-54 and A18-49

NEW YORK – February 11, 2016 – TODAY was the number-one morning show outright last Thursday, topping GMA in total viewers, the key demo A25-54 and A18-49.  This marks the second straight week TODAY posted an across-the-board daily win.  TODAY has now won 22 out of the last 23 weeks in the key demo, and has been within just 200k total viewers of GMA for a month straight.  TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of February 1, TODAY topped GMA by a giant 197k in A25-54 and by 233k in A18-49. TODAY has won every day of the 2016 calendar year in the demo.

Versus the same week last year, TODAY radically cut its total viewer gap with GMA by 71% (a whopping 344k) versus the same period last season. GMA is the only morning show down double digits, suffering a 17% loss in the key demo and a 10% loss in total viewers this season, year over year.  GMA is also down 16% in the key demo and 11% in total viewers versus the same week last year

*Please note: 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 FEBRUARY 1

TODAY averaged 1.969 million A25-54 viewers, outperforming GMA by +197,000 (+11%) and CBS This Morning by +824,000 (+72%)

• TODAY has now been #1 in A25-54 for 6 consecutive weeks and in 22 of the last 23 weeks
• TODAY won all five mornings during the week and has now posted 82 daily demo wins this season (of 92 rated days)
• TODAY delivered a 1.66 A25-54 rating, +0.17 points ahead of GMA and +0.70 points more than CBS

 

TODAY averaged 4.877 million total viewers, topping CBS by +1.018 million (26%)

• TODAY posted its closest total viewer gap with GMA in three weeks
• The total viewer gap between TODAY and GMA was below 200,000 viewers for the 4^th consecutive week

 

On Thursday morning, TODAY was #1 across the board in total viewers, A25-54 , and A18-49

• TODAY topped GMA by +15,000 total viewers, +279,000 A25-54 viewers, and +208,000 A18-49 viewers
• This was the second straight week TODAY posted an across-the-board daily win

 

TODAY averaged 1.526 million A18-49 viewers, +223,000 (+17%) more than GMA and +688,000 (82%) better than CBS

• TODAY had its best A18-49 advantage over GMA in three weeks
• TODAY delivered a 1.20 A18-49 rating, leading  GMA by +0.17 points and CBS by +0.54 points

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 -17% in A25-54 and -10% in total viewers for the season
• GMA is down -16% in A25-54 and -11% in total viewers versus the same week last year

Versus the same week last season:

• The total viewer gap between TODAY and GMA was 71% closer (-133,000 last week vs. -457,000 a year ago)
• In A25-54 , TODAY posted a 240,000 viewer turnaround in its gap vs. GMA (+197,000 win last week vs. a -43,000 loss a year ago)
• In A18-49, TODAY’s lead over GMA was 27% higher (+223,000 last week vs. +175, 000 a year ago)

 

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

• TODAY averages 1.827 million A25-54 viewers, leading GMA by +8% (+130,000) and CBS by +73% (+771,000).  TODAY’s A25-54 advantage over GMA represents a 279,000 viewer turnaround from a -149,000 deficit at this point last season
• In A18-49, TODAY averages 1.379 million and tops GMA by +17% (+195,000) and CBS by +84% (+628,000).  TODAY’s A18-49 lead versus GMA is a 176,000 viewer improvement from last season’s +19,000 lead.
• Among total viewers, the gap between TODAY and GMA is 52% narrower vs. last season (-281,000 season-to-date versus a -590,000 deficit at this time last season).

 

Week-to-week, TODAY was the only morning news program with demo growth: up +3% (+56,000) in A25-54 and +6% (+88,000) in A18-49

 

Compared to 1Q’16 levels, TODAY was the only morning news show to improve across-the-board: up in total viewers (+1%, or +33,000), A25-54 (+3%, or +66,000), and A18-49 (+6%, or +91,000)

RATINGS DATA:

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.58	13	4,876	1.20	1,526	1.66	1,969
CBS THIS MORNING	2.78	10	3,859	0.66	838	0.96	1,145
GOOD MORNING AMERICA	3.69	14	5,009	1.03	1,303	1.49	1,772

TODAY.COM HIGHLIGHTS:

For the 19th straight month, Today.com reached more consumers than GMA on Yahoo.  Almost 37.0 million unique visitors turned to Today.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 25 consecutive months (34 out of the last 35), Today.com has reached more mobile consumers than GMA on Yahoo.

 

Today.com’s mobile unique visitors have grown +22% over the last 12 months while GMA on Yahoo has grown +60% for the same period. As such,Today.com has gone from parity in mobile unique visitors in September 2013 to over 3x GMA on Yahoo’s mobile visitor number in 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.