‘TODAY’ WINS WEEK IN DEMO AND ACROSS THE BOARD ON WEDNESDAY

TODAY Was the Only Morning Program to See Week-to-Week and Year-Over-Year Gains Among Both Key Demos

TODAY Has Cut the Total Viewer Gap with GMA By 64% Versus the Same Week Last Season

TODAY Has Been the #1 Morning Show in the Key Demo 31 Out of the Last 32 Weeks

GMA Declines in the Key Demo and Total Viewers Year Over Year and Vs. the Same Week Last Year

NEW YORK – April 14, 2016 – NBC News’ TODAY continued as 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 was also the number-one morning show in total viewers and the key demos on Wednesday, marking its 11th outright daily win in the last 11 weeks. TODAY has now won 31 out of the last 32 weeks in the key demo and continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of April 4, TODAY topped GMA by 230,000 in A25-54 and by 175,000 in A18-49. Versus the same week last year, TODAY cut its total viewer gap with GMA by 64% (-263,000). GMA had a -17% loss in the key demo and -10% loss in total viewers this season, year over year. GMA is also down -14% in the key demo and -7% 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 APRIL 4

On Wednesday, TODAY was #1 in total viewers (+150,000 vs. GMA), A25-54 viewers (+313,000), and A18-49 viewers (+264,000)

In each of the last three weeks, TODAY has posted at least one across-the-board daily win (5 in total)
TODAY now has 11 across-the-board victories in 2016-to-date

TODAY averaged 1.825 million A25-54 viewers, outperforming GMA by +230,000 (+14%) and CBS This Morning by +780,000 (+75%)

TODAY has been #1 among A25-54 viewers for 15 consecutive weeks and 31 of the last 32 weeks
TODAY had its best A25-54 lead vs. CBS in three weeks and its biggest advantage vs. ABC in seven weeks (since the week of 2/15/2018)

TODAY averaged 1.353 million A18-49 viewers, +175,000 (+15%) more than GMA and +579,000 (+75%) higher than CBS

Among A18-49 viewers, TODAY has now posted 35 consecutive wins and has been #1 in 41 of the last 43 weeks and 52 of the last 56 weeks
TODAY’s 1.07 A18-49 rating led GMA by +0.14 points and CBS by +0.46 points

TODAY averaged 4.649 million total viewers, leading CBS This Morning by +940,000 (+25%)

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 –14% in A25-54 and -7% 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

In addition, TODAY’s A25-54 advantage improved by 47% (+230,000 vs. +156,000 the prior week)

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% (+139,000) and CBS by +71% (+761,000). TODAY’s A25-54 advantage over GMA represents a 286,000 viewer turnaround from a -147,000 deficit at this point last season.
In A18-49, TODAY averages 1.384 million and tops GMA by +15% (+184,000) and CBS by +80% (+615,000). 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 (-240,000 season-to-date versus a -606,000 deficit at this time last season).

RATINGS DATA:

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.36	13	4,649	1.07	1,353	1.54	1,825
CBS THIS MORNING	2.69	10	3,709	0.61	774	0.88	1,045
GOOD MORNING AMERICA	3.56	14	4,799	0.93	1,178	1.34	1,595

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