‘TODAY’ WINS 23rd WEEK IN DEMO

TODAY Has Been the #1 Morning Show in the Key Demo 23 Out of the Last 24 Weeks

TODAY Hit a 3-Week High in Total Viewers

TODAY Has Cut the Total Viewer Gap with GMA By 67% Year Over Year

GMA Is the Only Morning Show Down 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 19, 2016 – TODAY was the number-one morning show again last week in the key demo A25-54. TODAY has now won 23 out of the last 24 weeks in the key demo, and has been within just 300k total viewers of GMA for six straight weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of February 8, TODAY topped GMA by 111k in A25-54 and by 163k in A18-49. TODAY has won every day of the 2016 calendar year in the demo. TODAY also hit a three-week high in total viewers delivering nearly 5 million for the week.

Versus the same week last year, TODAY radically cut its total viewer gap with GMA by 67% (a whopping 468k) 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 10% in the key demo and 9% 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 8

TODAY was #1 with 1.960 million A25-54 viewers, outperforming GMA by +111,000 (+6%) and CBS This Morning by +670,000 (+52%)

Among A25-54 viewers, TODAY has won 7 consecutive weeks and 23 of the last 24 weeks
TODAY delivered a 1.65 A25-54 rating, +0.09 point more than GMA and +0.56 points more than CBS

TODAY averaged 1.517 million A18-49 viewers, leading GMA by +163,000 (+12%) and CBS by +576,000 (+61%)

TODAY’s 1.20 A18-49 rating topped GMA by +0.13 points and CBS by +0.46 points

TODAY averaged 4.892 million total viewers, +724,000 (+17%) more than CBS

TODAY hit a three-week high in total viewers
TODAY’s total viewer gap vs. GMA has been below 300,000 for six straight weeks and 13 of the last 15 weeks

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

TODAY averages 1.834 million A25-54 viewers, leading GMA by +8% (+129,000) and CBS by +72% (+766,000). TODAY’s A25-54 advantage over GMA represents a 278,000 viewer turnaround from a -149,000 deficit at this point last season.
In A18-49, TODAY averages 1.387 million and tops GMA by +17% (+194,000) and CBS by +82% (+626,000). TODAY’s A18-49 lead versus GMA is a 173,000 viewer improvement from last season’s +21,000 lead.
Among total viewers, the gap between TODAY and GMA is 53% narrower vs. last season (-278,000 season-to-date versus a -596,000 deficit at this time last season).

GMA is the only morning show down 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 -10% in A25-54 and -9% in total viewers versus the same week last year

Versus the same week last season, TODAY posted gains in A25-54 (+3%, or +58,000) and A18-49 (+5%, or +67,000)

TODAY’s total viewer gap vs. GMA was 67% closer year-over year (-230,000 last week vs. -698,000 a year ago)
TODAY posted a 265,000 viewer turnaround in its A25-54 gap vs. GMA (+111,000 win last week vs. a -154,000 loss a year ago)
TODAY’s A18-49 lead over GMA was up 159% versus last year (+163,000 last week vs. +63,000 a year ago)

Week-to-week, TODAY’s total viewer delivery improved by +16,000

TODAY’s deliveries were up versus the 1Q’16 average in total viewers (+1%, or +43,000), A25-54 viewers (+2%, or +44,000), and A18-49 viewers (+4%, or +65,000)

RATINGS DATA:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.55	13	4,892	1.20	1,517	1.65	1,960
CBS THIS MORNING	3.01	11	4,168	0.74	941	1.09	1,290
GOOD MORNING AMERICA	3.72	14	5,122	1.07	1,354	1.56	1,849

TODAY.COM HIGHLIGHTS:

For the 19th straight month, Today.com reached more consumers than GMA on Yahoo. Over 42.4 million unique visitors turned to Today.com in January 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.

Additionally, Today.com’s mobile unique visitors have grown +76% over the last 12 months while GMA on Yahoo has grown +29% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.7x GMA on Yahoo’s mobile visitor number in January 2016.

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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