‘TODAY’ WINS WEEK IN DEMO AND ACROSS THE BOARD ON THURSDAY

TODAY More than Triples A25-54 Lead Over GMA by 260%Versus the Same Week Last Season

TODAY Has Been the #1 Morning Show for 10 Months, 46 of the last 47 Weeks

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

NEW YORK – July 26, 2016 – NBC News’ TODAY was the top-rated morning show in the key A25-54 demo during the week of the Republican National Convention, while continuing to shrink the total viewer gap with ABC’s “Good Morning America.” TODAY was also number-one across the board on Thursday, July 21, winning total viewers and all key demos. TODAY has been top-rated in the key A25-54 demo for ten consecutive months, winning 46 out of the last 47 weeks.

For the week of July 18, TODAY topped GMA by 227,000 in A25-54 and by 206,000 in A18-49. Versus the same week last season, TODAY more than tripled its A25-54 lead over GMA by 260% (+227,000 win last week vs. +63,000 last year) and narrowed the total viewer gap with GMA by 46% (-156,000 last week vs. -291,000 a year ago).

*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 JULY 18

TODAY averaged 1.532 million A25-54 viewers, outperforming GMA by +227,000 (+17%) and CBS This Morning by +610,000 (+66%)

TODAY has ranked #1 among A25-54 viewers for 30 consecutive weeks and 46 of the last 47 weeks
TODAY’s posted its highest demo advantage over GMA in seven weeks (since the week of 5/30/2016)
TODAY won all five mornings in A25-54, increasing its season-to-date total to 194 daily wins out of 209 rated broadcast days
TODAY delivered a 1.29 A25-54 rating, +0.19 points ahead of GMA and +0.51 points more than CBS

TODAY averaged 1.116 million A18-49 viewers, +206,000 (+23%) more than GMA and +486,000 (+77%) higher than CBS

Among A18-49 viewers, TODAY has now posted 50 consecutive wins and has been #1 in 56 of the last 58 weeks and 67 of the last 71 weeks
TODAY had its biggest A18-49 win over ABC since the week of 5/23/2016
TODAY has now secured 201 daily A18-49 wins out of 209 rated broadcast days season-to-date
TODAY’s 0.88 A18-49 rating led GMA by +0.16 points and CBS by +0.38 points

TODAY averaged 3.963 million total viewers, leading CBS This Morning by 667,000 (+20%)

TODAY ranked #1 among total viewers on Thursday (+43,000), its 19thdaily total viewer win of calendar 2016 and 23rdof the 2015-16 season.

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 46% (-156,000 last week vs. -291,000 a year ago)
More than tripled its A25-54 lead over GMA by 260% (+227,000 win last week vs. +63,000 last year)

Week-to-week, TODAY improved its advantages over GMA among both A25-54 viewers (by 61%) and A18-49 viewers (by 34%)

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

TODAY averages 1.783 million A25-54 viewers, leading GMA by +10% (+157,000) and CBS by +68% (+722,000). TODAY’s A25-54 advantage over GMA represents a 264,000 viewer turnaround from a -107,000 deficit at this point last season.
In A18-49, TODAY averages 1.339 million and tops GMA by +15% (+177,000) and CBS by +77% (+582,000). TODAY’s A18-49 lead over GMA has improved by 137,000 viewers (343%) from last season’s +40,000 lead.

Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-219,000 season-to-date versus a -553,000 deficit at this time last season).

RATINGS DATA:

WEEK OF JULY 18-22:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.93	12	3,963	0.88	1,116	1.29	1,532
CBS THIS MORNING	2.43	10	3,296	0.50	630	0.78	922
GOOD MORNING AMERICA	3.07	13	4,119	0.72	910	1.10	1,305

TODAY DIGITAL HIGHLIGHTS:

For 30 consecutive months (39 out of the last 40), Today.com has reached more mobile consumers than GMA on Yahoo for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.

Today.com mobile unique visitors have grown +16% over the last 12 months while GMA on Yahoo has grown +10% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in June 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