TODAY #1 IN DEMO AGAIN

TODAY Has Been the #1 Morning Show among A25-54 for 37 Out of the Last 38 Weeks

TODAY Posted an Across-the-Board Win on Monday, May 16

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 26, 2016 – NBC News’ TODAY was the number-one morning show in the key A25-54 demo again last week, 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 nearly nine months, winning 37 out of the last 38 weeks among the key A25-54 demo.

TODAY posted an across-the-board victory, topping GMA in total viewers and key demos on Monday, May 16. TODAY also continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of May 16, TODAY topped GMA by 205,000 in A25-54 and by 196,000 in A18-49. Versus the same week last season, TODAY cut its total viewer gap with GMA by 58% (-150,000 last week vs. -361,000 a year ago). GMA is down -16% in the key demo and -9% among 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 16

On Monday, May 16, TODAY posted an across-the-board victory in total viewers (+57,000 vs. GMA), A25-54 viewers (+264,000), and A18-49 viewers (+206,000)

TODAY has now finished #1 across-the-board 15 times this season
On Friday, May 20, TODAY finished just -9,000 total viewers behind GMA while leading in A25-54 (+181,000) and A18-49 (+201,000)

TODAY averaged 1.796 million A25-54 viewers, outperforming GMA by +205,000 (+13%) and CBS This Morning by +689,000 (+62%)

TODAY has been #1 among A25-54 viewers for 21 consecutive weeks and 37 of the last 38 weeks
TODAY won all five mornings in A25-54 last week, increasing its season-to-date total to 152 daily wins out of 166 rated broadcast days
TODAY delivered a 1.51 A25-54 rating, +0.17 points ahead of GMA and +0.58 points more than CBS

TODAY averaged 1.352 million A18-49 viewers, +196,000 (+17%) more than GMA and +560,000 (+71%) higher than CBS

Among A18-49 viewers, TODAY has now posted 41 consecutive weekly wins and has been #1 in 47 of the last 49 weeks and 58 of the last 62 weeks
TODAY hit a three-week delivery high among A18-49 viewers, while also posting its biggest lead over GMA since February (week of 2/22/2016) and widest lead over CBS in five weeks (week of 4/11/2016)
TODAY won has now secured 159 daily A18-49 wins out of 166 rated broadcast days season-to-date
TODAY’s 1.07 A18-49 rating led GMA by +0.16 points and CBS by +0.45 points

TODAY averaged 4.659 million total viewers, leading CBS This Morning by 878,000 (+23%)

The total viewer gap vs. GMA (-150,000) has been below 200,000 in 15 of the last 19 weeks, including one TODAY victory

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 58% (-150,000 last week vs. -361,000 a year ago)
Almost tripled its A25-54 advantage vs. GMA (+205,000 win last week vs. +70,000 a year ago, an increase of 193%)

Week-to-week, TODAY posted the largest A18-49 growth (+40,000, or +3%)

TODAY increased its A18-49 lead over GMA by 57% and its lead over CBS by +6%

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

TODAY averages 1.827 million A25-54 viewers, leading GMA by +9% (+145,000) and CBS by +69% (+747,000). TODAY’s A25-54 advantage over GMA represents a 269,000 viewer turnaround from a -124,000 deficit at this point last season. Year-over-year, GMA is down -16% in A25-54.
In A18-49, TODAY averages 1.376 million and tops GMA by +15% (+176,000) and CBS by +78% (+601,000). TODAY’s A18-49 lead over GMA has improved by 144,000 viewers from last season’s +32,000 lead. Year-over-year, GMA is down -15% among A18-49.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-230,000 season-to-date versus a -577,000 deficit at this time last season). Year-over-year, GMA is down -9% in total viewers.

RATINGS DATA:

WEEK OF MAY 16-20

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.39	13	4,659	1.07	1,352	1.51	1,796
CBS THIS MORNING	2.74	11	3,781	0.62	792	0.93	1,107
GOOD MORNING AMERICA	3.59	14	4,809	0.91	1,156	1.34	1,591

TODAY DIGITAL HIGHLIGHTS:

For the 22nd straight 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 consecutive 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.

###

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