TODAY #1 IN DEMO AGAIN

TODAY Wins Total Viewers and Key Demo on Friday, #1 in Demo All Five Mornings

TODAY Posts Best Demo Win Over GMA in Three Weeks and Biggest Total Viewer Audience in Two Months

TODAY Has Been the #1 Morning Show in A25-54 for 35 Out of the Last 36 Weeks

TODAY Has Cut the Total Viewer Gap with GMA By 62% 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

MAY 12, 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 more than eight months, winning 35 out of the last 36 weeks among the key demo A25-54. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of May 2, TODAY posted its best demo win over GMA in three weeks and biggest total viewer audience in two months. TODAY topped GMA by +146,000 in A25-54 and by +118,000 in A18-49. Versus the same week last season, TODAY cut its total viewer gap with GMA by 62% (-191,000 last week vs. -508,000 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 MAY 2

TODAY averaged 1.781 million A25-54 viewers, outperforming GMA by +146,000 (+9%) and CBS This Morning by +661,000 (+59%)

TODAY has been #1 among A25-54 viewers for 35 of the last 36 weeks
TODAY won all five mornings in A25-54 and posted its best demo advantage over GMA in three weeks
TODAY delivered a 1.50 A25-54 rating, +0.12 points ahead of GMA and +0.56 points more than CBS

TODAY averaged 1.325 million A18-49 viewers, +118,000 (+10%) more than GMA and +509,000 (+65%) higher than CBS

Among A18-49 viewers, TODAY has now posted 39 consecutive weekly wins
TODAY’s 1.05 A18-49 rating led GMA by +0.10 points and CBS by +0.41 points

TODAY averaged 4.741 million total viewers, leading CBS This Morning by +871,000 (+23%)

TODAY posted its best total viewer delivery in two months (since week of 3/7/2016)
TODAY came within 200,000 viewers of GMA for the 13th time in the last 17 weeks (including one TODAY victory)

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 62% (-191,000 last week vs. -508,000 a year ago)
Posted a 241,000 viewer turnaround in its A25-54 advantage vs. GMA (+146,000 win last week vs. -95,000 a year ago)
Saw an 64% higher A18-49 advantage versus GMA (+118,000 last week vs. +72,000 last year)

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

TODAY averages 1.829 million A25-54 viewers, leading GMA by +8% (+141,000) and CBS by +70% (+750,000). TODAY’s A25-54 advantage over GMA represents a 277,000 viewer turnaround from a -136,000 deficit at this point last season. Year-over-year, GMA is down -16% among A25-54.
In A18-49, TODAY averages 1.379 million and tops GMA by +15% (+177,000) and CBS by +78% (+605,000). TODAY’s A18-49 lead over GMA has improved by 155,000 viewers from last season’s +22,000 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 -591,000 deficit at this time last season). Year-over-year, GMA is down -10% in total viewers.

RATINGS DATA:

WEEK OF MAY 2-6

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.45	13	4,741	1.05	1,325	1.50	1,781
CBS THIS MORNING	2.78	11	3,823	0.64	816	0.94	1,120
GOOD MORNING AMERICA	3.64	14	4,932	0.95	1,207	1.38	1,635

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.

# # #

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:

Erika Masonhall
NBC News
o: (212) 664-3230
c: (917) 628-8943
e: erika.masonhall@nbcuni.com