‘TODAY’ WINS WEEK AND JULY SWEEP IN DEMO

TODAY Has Biggest July Demo Win Over GMA since 2011

TODAY Has Been the #1 Morning Show for 11 Consecutive Months

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

NEW YORK –August 2, 2016 – NBC News’ TODAY was the top-rated morning show in the key A25-54 demo during the July sweep and week of the Democratic National Convention, while continuing to shrink the total viewer gap with ABC’s “Good Morning America.” TODAY has been top-rated in the key A25-54 demo for eleven consecutive months and had the largest July demo win over GMA since 2011.

For the July sweep, TODAY led GMA by 174,000 in A25-54 and by 162,000 in A18-49. This is TODAY’s 5thconsecutive sweep win among A25-54.

For the week of July 25, TODAY topped GMA by 165,000 in A25-54 and by 141,000 in A18-49. Season to date, TODAY narrowed the total viewer gap with GMA by 60% (-220,000 last week vs. -552,000 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:

JULY 2016 SWEEP

SHOW NAME	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.97	12	4,018	0.90	1,135	1.30	1,540
CBS THIS MORNING	2.43	10	3,295	0.50	638	0.78	928
GOOD MORNING AMERICA	3.14	13	4,206	0.77	973	1.15	1,366

TODAY averaged 1.540 million A25-54 viewers, +174,000 (+13%) over GMA and +612,000 (+66%) above CBS This Morning

TODAY won its 5th consecutive sweep among A25-54 viewers
This was TODAY’s biggest July demo win over GMA since 2011
TODAY added +7,000 A25-54 viewers versus July 2015

TODAY averaged 1.135 million A18-49 viewers, leading GMA by +162,000 (+17%) and CBS by +497,000 (+78%)

TODAY has won 7 consecutive sweeps and 83 of the last 86 sweeps among A18-49 viewers
TODAY was the only morning show to increase among A18-49 viewers versus July 2015 (+13,000 or +1%).
TODAY had its best July A18-49 advantage over GMA since 2011. Year-over-year, TODAY more than doubled its A18-49 lead over GMA by 125%

TODAY averaged 4.018 million total viewers, +723,000 (+22%) more than CBS

Versus July 2015, TODAY closed the total viewer gap with GMA by 52% (-188,000 this year vs. -392,000 in July 2015)

JULY 2016 (MONTHLY)

Among A25-54 viewers, TODAY has won 11 consecutive months and 12 of the last 13 months

TODAY won its 16th consecutive month among A18-49 viewers

Posted its biggest monthly A18-49 advantage over GMA since February 2016

WEEK OF JULY 25-31

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.84	12	3,831	0.87	1,098	1.27	1,510
CBS THIS MORNING	2.38	10	3,215	0.49	616	0.77	909
GOOD MORNING AMERICA	3.12	13	4,148	0.75	957	1.13	1,345

TODAY averaged 1.510 million A25-54 viewers, outperforming GMA by +165,000 (+12%) and CBS This Morning by +601,000 (+66%)

TODAY has ranked #1 among A25-54 viewers for 31 consecutive weeks and 47 of the last 48 weeks
TODAY won all five mornings in A25-54, increasing its season-to-date total to 199 daily wins out of 214 rated broadcast days
TODAY delivered a 1.27 A25-54 rating, +0.14 points ahead of GMA and +0.50 points more than CBS

TODAY averaged 1.098 million A18-49 viewers, +141,000 (+15%) more than GMA and +482,000 (+78%) higher than CBS

Among A18-49 viewers, TODAY has now posted 51 consecutive wins and has been #1 in 57 of the last 59 weeks and 68 of the last 72 weeks
TODAY has now secured 205 daily A18-49 wins out of 214 rated broadcast days season-to-date
TODAY’s 0.87 A18-49 rating led GMA by +0.12 points and CBS by +0.38 points

TODAY averaged 3.831 million total viewers, leading CBS This Morning by 616,000 (+19%)

Versus the same week last season, TODAY:

Narrowed the total viewer gap with GMA by 38% (-317,000 last week vs. -514,000 a year ago)
Posted a 283,000 viewer turnaround in its A25-54 lead over GMA (+165,000 win last week vs. a -118,000 loss last year)
Posted a 153,000 viewer turnaround in its A18-49 lead over GMA (+141,000 win last week vs. a -12,000 loss last year)

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

TODAY averages 1.777 million A25-54 viewers, leading GMA by +10% (+159,000) and CBS by +68% (+720,000). TODAY’s A25-54 advantage over GMA represents a 266,000 viewer turnaround from a -107,000 deficit at this point last season.
In A18-49, TODAY averages 1.333 million and tops GMA by +15% (+176,000) and CBS by +77% (+580,000). TODAY’s A18-49 lead over GMA has improved by 137,000 viewers (351%) from last season’s +39,000 lead.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-220,000 season-to-date versus a -552,000 deficit at this time last season).

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