TODAY #1 IN DEMO AGAIN

TODAY Has Been the #1 Morning Show Among A25-54 For More than Nine Months

TODAY Wins Across the Board on Wednesday – 16th Outright Daily Win this Season

TODAY Posts Largest Demo Lead over GMA in More than Four Months

TODAY Has Cut the Total Viewer Gap with GMA By 34% Versus the Same Week Last Season

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

NEW YORK –June 9, 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 39 out of the last 40 weeks in the key demo, more than nine consecutive months. TODAY was also the number-one morning show across the board last Wednesday, marking its 16th outright daily win 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 30, TODAY topped GMA by 238,000,000 in A25-54, the largest demo lead over GMA in more than four months. TODAY also beat GMA among A18-49 by 191,000. Versus the same week last year, TODAY cut its total viewer gap with GMA by 34% (-252,000 last week vs. -384,000).

*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 30

TODAY averaged 1.691 million A25-54 viewers, outperforming GMA by +238,000 (+16%) and CBS This Morning by +623,000 (+58%)

TODAY has been #1 among A25-54 viewers for 23 consecutive weeks and 39 of the last 40 weeks
TODAY posted its biggest A25-54 lead over GMA in over 4 months (since the week of 1/11/2016) and third-highest demo margin of the season
TODAY won all four rated mornings in A25-54, increasing its season-to-date total to 161 daily wins out of 175 rated broadcast days
TODAY delivered a 1.42 A25-54 rating, +0.20 points ahead of GMA and +0.52 points more than CBS

TODAY averaged 1.252 million A18-49 viewers, +191,000 (+18%) more than GMA and +490,000 (+64%) higher than CBS

Among A18-49 viewers, TODAY has now posted 43 consecutive wins and has been #1 in 49 of the last 51 weeks and 60 of the last 64 weeks
TODAY won has now secured 168 daily A18-49 wins out of 175 rated broadcast days season-to-date
TODAY’s 0.99 A18-49 rating led GMA by +0.15 points and CBS by +0.39 points

TODAY averaged 4.381 million total viewers, leading CBS This Morning by 667,000 (+23%)

On Wednesday morning, TODAY finished #1 across total viewers (+81,000), A25-54 viewers (+370,000), and A18-49 viewers (+347,000). This was TODAY’s 16th across-the-board victory this season.

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 34% (-252,000 last week vs. -384,000 a year ago)
Widened its A25-54 advantage vs. GMA by 229,000 viewers (+238,000 win last week vs. a +9,000 win last year)
Widened its A18-49 advantage vs. GMA by 38% (+191,000 win last week vs. +138,000 a year ago)

Compared to its 2Q’16-to-date average, TODAY’s A25-54 lead over GMA was 32% higher while its A18-49 lead was up 19%

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

TODAY averages 1.822 million A25-54 viewers, leading GMA by +9% (+150,000) and CBS by +69% (+744,000). TODAY’s A25-54 advantage over GMA represents a 271,000 viewer turnaround from a -121,000 deficit at this point last season.
In A18-49, TODAY averages 1.372 million and tops GMA by +15% (+179,000) and CBS by +78% (+599,000). TODAY’s A18-49 lead over GMA has improved by 144,000 viewers (+411%) from last season’s +35,000 lead.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-228,000 season-to-date versus a -574,000 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	3.20	13	4,381	0.99	1,252	1.42	1,691
CBS THIS MORNING	2.71	11	3,714	0.60	762	0.90	1,068
GOOD MORNING AMERICA	3.48	14	4,633	0.84	1,061	1.22	1,453

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.

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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