TODAY #1 IN DEMO FOR TEN MONTHS

TODAY Has Been the #1 Morning Show among A25-54 for 43 Out of the Last 44 Weeks

TODAY Has Cut the Total Viewer Gap with GMA By 33% Versus the Same Week Last Season

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

NEW YORK – July 8, 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 ten consecutive months, winning 43 out of the last 44 weeks among the key A25-54 demo.

For the week of June 27, TODAY topped GMA by 203,000 in A25-54 and by 187,000 in A18-49. Versus the same week last season, TODAY narrowed the total viewer gap with GMA by 33% (-328,000 last week vs. -490,000 a year ago) and saw increases among A25-54 viewers (+6%) and A18-49 viewers (+3%).

*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 JUNE 27

TODAY averaged 1.585 million A25-54 viewers, outperforming GMA by +203,000 (+15%) and CBS This Morning by +612,000 (+63%)

TODAY has been #1 among A25-54 viewers for 27 consecutive weeks and 43 of the last 44 weeks
This was TODAY’s best A25-54 advantage over GMA in four weeks
TODAY won all five mornings in A25-54, increasing its season-to-date total to 180 daily wins out of 195 rated broadcast days
TODAY delivered a 1.33 A25-54 rating, +0.17 points ahead of GMA and +0.51 points more than CBS

TODAY averaged 1.164 million A18-49 viewers, +187,000 (+19%) more than GMA and +474,000 (+69%) higher than CBS

Among A18-49 viewers, TODAY has now posted 47 consecutive wins and has been #1 in 53 of the last 55 weeks and 64 of the last 68 weeks
This was TODAY’s widest A18-49 lead over GMA in four weeks
TODAY has now secured 187 daily A18-49 wins out of 195 rated broadcast days season-to-date
TODAY’s 0.92 A18-49 rating led GMA by +0.15 points and CBS by +0.38 points

TODAY averaged 4.108 million total viewers, leading CBS This Morning by 705,000 (+21%)

Versus the same week last season, TODAY saw increases among A25-54 viewers (+6%, or +88,000) and A18-49 viewers (+3%, or +39,000). TODAY also:

Narrowed the total viewer gap with GMA by 33% (-328,000 last week vs. -490,000 a year ago)
Posted a 334,000 viewer turnaround in its A25-54 advantage over GMA (+203,000 win last week vs. a -131,000 loss last year)
Increased its A18-49 lead over GMA by 316% (+187,000 last week vs. +45,000 a year ago)

Week-to-week, TODAY improved its A18-49 lead over GMA by 26% (+187,000 vs. +149,000 during the prior week)

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

TODAY averages 1.800 million A25-54 viewers, leading GMA by +9% (+154,000) and CBS by +68% (+730,000). TODAY’s A25-54 advantage over GMA represents a 271,000 viewer turnaround from a -117,000 deficit at this point last season.
In A18-49, TODAY averages 1.353 million and tops GMA by +15% (+176,000) and CBS by +77% (+588,000). TODAY’s A18-49 lead over GMA has improved by 141,000 viewers (403%) from last season’s +35,000 lead.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-230,000 season-to-date versus a -569,000 deficit at this time last season).

RATINGS DATA:

WEEK OF JUNE 27-JULY 1

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.02	13	4,108	0.92	1,164	1.33	1,585
CBS THIS MORNING	2.50	10	3,403	0.54	690	0.82	973
GOOD MORNING AMERICA	3.28	13	4,436	0.77	977	1.16	1,382

TODAY DIGITAL HIGHLIGHTS:

For the 23rd straight month, Today.com reached more consumers than GMA on Yahoo. Over 32.7 million unique visitors turned to Today.com in May for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 29 consecutive months (38 out of the last 39), Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com mobile unique visitors have grown +18% over the last 12 months while GMA on Yahoo has grown +11% 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 May 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.

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For more information contact:

Lauren Skowronski
VP, Corporate Communications
212-664-2432
Lauren.Skowronski@nbcuni.com