‘TODAY’ WINS TOTAL VIEWERS & KEY DEMO FRIDAY

TODAY Has Posted 6 Outright Wins in Total Viewers and the Key Demo

TODAY Has Been the #1 Morning Show in the Key Demo 27 Out of the Last 28 Weeks

TODAY Has Cut the Total Viewer Gap with GMA By a Giant 77% Versus the Same Week Last Season

TODAY Has Been Within 200k Viewers of GMA for 7 Out of the Last 9 Weeks

GMA Is the Only Show Down In Both the Key Demo and Total Viewers Year Over Year 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 – March 17, 2016 – TODAY was the number-one morning show across the board last Friday marking its sixth outright daily win in the last seven weeks. TODAY has now won 27 out of the last 28 weeks in the key demo, and has been within just 200k total viewers of GMA for seven of the last nine weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of March 7, TODAY topped GMA by 80k in A25-54 and by 101k in A18-49. In addition to its Friday win, TODAY came within slight margins of GMA in total viewers on Wednesday (-44k) and Thursday (-36k).

Versus the same week last year, TODAY radically cut its total viewer gap with GMA by 77% (a whopping 554k). GMA is the only morning show down in both the key demo and total viewers season to date versus a year ago and versus the same week last year. GMA has suffered a 17% loss in the key demo and 10% loss in total viewers this season, year over year. GMA is also down 11% in the key demo and a 3% 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 MARCH 7

TODAY was #1 across-the-board last Friday: +108,000 in total viewers, +170,000 in A25-54, +144,000 in A18-49

This was TODAY’s 6th outright daily win the last 7 weeks
TODAY also came within 50,000 total viewers vs. GMA on both Wednesday (-44k) and Thursday (-36k)

TODAY averaged 1.822 million A25-54 viewers, +80,000 (+5%) ahead of GMA and +730,000 (+67%) more than CBS This Morning

TODAY has been #1 among A25-54 viewers for 11 consecutive weeks and 27 of the last 28 weeks
TODAY delivered a 1.53 A25-54 rating, leading GMA by +0.06 points and CBS by +0.61 points

TODAY averaged 1.385 million A18-49 viewers, outperforming GMA by +101,000 (+8%) and CBS by +575,000 (+71%)

TODAY’s 1.09 A18-49 rating topped GMA by +0.08 points and CBS by +0.45 points

TODAY averaged 4.839 million total viewers, leading CBS by 1.039 million (+27%)

TODAY’s P2+ gap has been under 200k in 7 of the last 9 weeks

GMA is the only morning show down in both the key demo and total viewers season to date versus a year ago and versus the same week last year.

GMA is down -11% in A25-54 and -3% in total viewers versus the same week last year
GMA is down -17% in A25-54 and -10% in total viewers season to date, versus a year ago

Versus the same week last season, TODAY showed across-the-board gains in total viewers (+8%, or +379,000), A25-54 viewers (+1%, or +12,000), and A18-49 viewers (+3%, or +38,000)

In total viewers, TODAY narrowed the gap with GMA by 77% (-164,000 last week vs. -718,000 a year ago)
TODAY posted a 221,000 viewer turnaround in its A25-54 advantage vs. GMA (+80,000 win last week vs. a -141,000 loss last year)

Week-to-week, the total viewer gap between TODAY and GMA narrowed by 47% (-164,000 vs. -311,000 the prior week). In addition, TODAY’s A18-49 advantage improved by 15% (+101,000 vs. +88,000 the prior week)

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

TODAY averages 1.842 million A25-54 viewers, leading GMA by +8% (+131,000) and CBS by +71% (+764,000). TODAY’s A25-54 advantage over GMA represents a 279,000 viewer turnaround from a -148,000 deficit at this point last season.
In A18-49, TODAY averages 1.393 million and tops GMA by +16% (+186,000) and CBS by +81% (+623,000). TODAY’s A18-49 lead versus GMA is a 170,000 viewer improvement from last season’s +16,000 lead.
Among total viewers, the gap between TODAY and GMA is 57% narrower vs. last season (-262,000 season-to-date versus a -608,000 deficit at this time last season).

RATINGS DATA:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.49	13	4,839	1.09	1,385	1.53	1,822
CBS THIS MORNING	2.76	10	3,800	0.64	810	0.92	1,092
GOOD MORNING AMERICA	3.68	14	5,003	1.01	1,284	1.47	1,742

TODAY DIGITAL HIGHLIGHTS:

For the 20th straight month, Today.com reached more consumers than GMA on Yahoo. Over 35.3 million unique visitors turned to Today.com in February for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 26 consecutive months (35 out of the last 36), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +42% over the last 12 months while GMA on Yahoo has declined -12% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo’s mobile visitor number in February 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