TODAY #1 IN DEMO AGAIN

TODAY Has Been the #1 Morning Show in A25-54 for 33 Out of the Last 34 Weeks

TODAY Has Cut the Total Viewer Gap with GMA By 20% Versus the Same Week Last Season

GMA is Down Double-Digits in Key Demo and Total Viewers Season-to-Date

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

NEW YORK – April 28, 2016 – NBC News’ 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 held the top spot in the key demo for eight months, winning 33 out of the last 34 weeks among A25-54. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of April 18, TODAY topped GMA by 123,000 in A25-54 and by 150,000 in A18-49. Versus the same week last season, TODAY cut its total viewer gap with GMA by 20% (-218,000 last week vs. -274,000 a year ago). GMA has lost 16% in the key demo and 10% in total viewers this season, year over 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 18

TODAY averaged 1.763 million A25-54 viewers, outperforming GMA by +123,000 (+8%) and CBS This Morning by +649,000 (+58%)

TODAY has been #1 among A25-54 viewers for 33 of the last 34 weeks.
TODAY delivered a 1.48 A25-54 rating, +0.10 points ahead of GMA and +0.54 points more than CBS

TODAY averaged 1.340 million A18-49 viewers, +150,000 (+13%) more than GMA and +534,000 (+66%) higher than CBS

Among A18-49 viewers, TODAY has now posted 37 consecutive wins and has been #1 in 43 of the last 45 weeks.
TODAY’s 1.06 A18-49 rating led GMA by +0.12 points and CBS by +0.42 points.

TODAY averaged 4.681 million total viewers, leading CBS This Morning by +928,000 (+25%)

TODAY has closed to within 250,000 total viewers of GMA in 13 of the last 15 weeks.

Versus the same week last season, TODAY:

Narrowed the total viewer gap by 20% (-218,000 last week vs. -274,000 a year ago)
Improved its A25-54 advantage vs. GMA by 339% (+123,000 win last week vs. +28,000 a year ago)

TODAY’s total viewer audience was up +1% (+30,000) vs. its 2Q’16 average

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

TODAY averages 1.831 million A25-54 viewers, leading GMA by +8% (+140,000) and CBS by +70% (+756,000). TODAY’s A25-54 advantage over GMA represents a 278,000 viewer turnaround from a -138,000 deficit at this point last season. Year-over-year, GMA is down -16% among A25-54.
In A18-49, TODAY averages 1.381 million and tops GMA by +15% (+180,000) and CBS by +79% (+610,000). TODAY’s A18-49 lead over GMA has improved by 160,000 viewers from last season’s +20,000 lead. Year-over-year, GMA is down 16% among A18-49.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-236,000 season-to-date versus a -594,000 deficit at this time last season). Year-over-year, GMA is down 10% among total viewers.

RATINGS DATA:

WEEK OF APRIL 18-22

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.42	13	4,681	1.06	1,340	1.48	1,763
CBS THIS MORNING	2.71	10	3,753	0.64	806	0.94	1,114
GOOD MORNING AMERICA	3.62	14	4,899	0.94	1,190	1.38	1,640

TODAY DIGITAL HIGHLIGHTS:

For the 21th straight month, Today.com reached more consumers than GMA on Yahoo. Over 31.8 million unique visitors turned to Today.com in March for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 27 consecutive months (36 out of the last 37), Today.com has reached more mobile consumers than GMA on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +17% over the last 12 months while GMA on Yahoo has grown +27% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.2x GMA on Yahoo’s mobile visitor number in March 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