TODAY Wins Total Viewers and Key Demo on Friday
TODAY Has Been the #1 Morning Show in the Key Demo 30 Out of the Last 31 Weeks
TODAY Has Cut the Total Viewer Gap with GMA By 77% Versus the Same Week Last Season
GMA is Down Double-Digits 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 – April 7, 2016 – NBC’s TODAY was the number-one morning show again last week in the key A25-54 demo, while continuing to shrink the total viewer gap with ABC’s “Good Morning America.” TODAY has now won 30 out of the last 31 weeks in the key demo. TODAY was also the number-one morning show across the board last Friday, marking its 10th outright daily win in the last 10 weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.
For the week of March 28, TODAY topped GMA by 156,000 in A25-54 and by 167,000 in A18-49. Versus the same week last year, TODAY drastically cut its total viewer gap with GMA by 77% (491,000). 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 16% in the key demo and a 10% 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 28
TODAY was #1 across-the-board last Friday: +184,000 in total viewers, +260,000 in A25-54, +254,000 in A18-49
- This was TODAY’s 6thoutright daily win the last 7 weeks
TODAY averaged 1.754 million A25-54 viewers, +156,000 (+10%) ahead of GMA and +673,000 (+62%) more than CBS This Morning
- TODAY has been #1 among A25-54 viewers for 14 consecutive weeks and 30 of the last 31 weeks
- TODAY delivered a 1.48 A25-54 rating, leading GMA by +0.14 points and CBS by +0.57 points
TODAY averaged 1.322 million A18-49 viewers, outperforming GMA by +167,000 (+15%) and CBS by +539,000 (+69%)
- TODAY’s 1.04 A18-49 rating topped GMA by +0.13 points and CBS by +0.42 points
TODAY averaged 4.601 million total viewers, leading CBS by 924,000 (+24%)
- TODAY’s P2+ gap has been under 200k in 7 of the last 9 weeks
GMA is down double-digits in the key demo and total viewers season to date versus a year ago and versus the same week last year.
- GMA is down -16% in A25-54 and -10% 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
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 1.835 million A25-54 viewers, leading GMA by +8% (+136,000) and CBS by +71% (+761,000). TODAY’s A25-54 advantage over GMA represents a 283,000 viewer turnaround from a -147,000 deficit at this point last season.
- In A18-49, TODAY averages 1.385 million and tops GMA by +15% (+184,000) and CBS by +80% (+616,000). TODAY’s A18-49 lead versus GMA is a 169,000 viewer improvement from last season’s +15,000 lead.
- Among total viewers, the gap between TODAY and GMA is 60% narrower vs. last season (-243,000 season-to-date versus a -613,000 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 | 3.37 | 13 | 4,601 | 1.04 | 1,322 | 1.48 | 1,754 |
| CBS THIS MORNING | 2.68 | 10 | 3,677 | 0.62 | 783 | 0.91 | 1,081 |
| GOOD MORNING AMERICA | 3.54 | 14 | 4,751 | 0.91 | 1,155 | 1.34 | 1,598 |
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:
Lauren Skowronski
VP, Corporate Communications
212-664-2432
Lauren.Skowronski@nbcuni.com
