TODAY #1 IN DEMO AGAIN

TODAY Has Been the #1 Morning Show Among A25-54 For 36 Out of the Last 37 Weeks

TODAY #1 Across the Board on Wednesday

TODAY Has Cut the Total Viewer Gap with GMA By 58% Versus the Same Week Last Season

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

NEW YORK –May 19, 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 now won 36 out of the last 37 weeks in the key demo. TODAY was also the number-one morning show across-the-board on Wednesday, May 11. TODAY has now finished #1 across-the-board 14 times this season. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of May 9, TODAY topped GMA by 216,000 in A25-54 and by 125,000 in A18-49. Versus the same week last year, TODAY narrowed the total viewer gap with GMA by 58% (-142,000 last week vs. -338,000 a year ago). GMA had a 12% loss in the key demo and 6% loss in total viewers 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 9

On Wednesday, May 11, TODAY posted an across-the-board victory in total viewers, A25-54, and A18-49 viewers

TODAY has now finished #1 across-the-board 14 times this season

TODAY averaged 1.800 million A25-54 viewers, outperforming GMA by +216,000 (+14%) and CBS This Morning by +707,000 (+65%)

TODAY has been #1 among A25-54 viewers for 20 consecutive weeks and 36 of the last 37 weeks
TODAY posted its best A25-54 advantage over GMA since the week of 4/4/2016 (5 weeks ago) and widest vs. CBS since the week of 4/11/2016 (4 weeks)
TODAY won five mornings in A25-54, increasing its season-to-date total to 147 daily wins out of 161 rated broadcast days
TODAY delivered a 1.51 A25-54 rating, +0.18 points ahead of GMA and +0.59 points more than CBS

TODAY averaged 1.312 million A18-49 viewers, +125,000 (+11%) more than GMA and +528,000 (+67%) higher than CBS

Among A18-49 viewers, TODAY has now posted 40 consecutive wins and has been #1 in 46 of the last 48 weeks and 57 of the last 61 weeks
TODAY won has now secured 154 daily A18-49 wins out of 159 rated broadcast days season-to-date
TODAY’s 1.03 A18-49 rating led GMA by +0.09 points and CBS by +0.41 points

TODAY averaged 4.717 million total viewers, leading CBS This Morning by +932,000 (+25%)

TODAY pulled to its closest margin vs. GMA (-142,000) since the week of 3/21/2016
The total viewer gap vs. GMA has been below 200,000 in 14 of the last 18 weeks (including one TODAY victory)

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 58% (-142,000 last week vs. -338,000 a year ago)
More than tripled its A25-54 advantage vs. GMA (+216,000 win last week vs. +67,000 a year ago, an increase of 222%)

Week-to-week, TODAY was the only morning news program to increase among A25-54 viewers (+1%, or +19,000)

TODAY increased its A25-54 lead over GMA by 48% (+216,000 vs. +146,000 during the prior week)
The total viewer gap between TODAY and GMA was reduced by 26% (-142,000 vs. -191,000 during the prior week)

TODAY was the only program to post gains vs. 2Q’16-to-date levels in both total viewers (+1%, or +38,000) and A25-54 viewers (+7,000)

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

TODAY averages 1.828 million A25-54 viewers, leading GMA by +8% (+143,000) and CBS by +69% (+749,000). TODAY’s A25-54 advantage over GMA represents a 273,000 viewer turnaround from a -130,000 deficit at this point last season.
In A18-49, TODAY averages 1.377 million and tops GMA by +15% (+176,000) and CBS by +78% (+603,000). TODAY’s A18-49 lead over GMA has improved by 150,000 viewers from last season’s +26,000 lead.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-232,000 season-to-date versus a -584,000 deficit at this time last season).

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.45	13	4,717	1.03	1,312	1.51	1,800
CBS THIS MORNING	2.73	11	3,785	0.62	784	0.92	1,093
GOOD MORNING AMERICA	3.63	14	4,859	0.94	1,187	1.33	1,584

TODAY DIGITAL HIGHLIGHTS:

For the 22ndconsecutive month, Today.com reached more consumers than GMA on Yahoo. Over 29.1 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 28 straight months (37 out of the last 38), Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com and GMA on Yahoo mobile unique visitors have grown +4% over the last 12 months while GMA on Yahoo has declined -10% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.5x GMA on Yahoo’s mobile visitor number in April 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