TODAY IS #1 ACROSS THE BOARD FRIDAY & WINS THE WEEK IN DEMO

TODAY Won Outright in Both Total Viewers and the Key Demo Friday, the Morning of the Rio Olympics Opening Ceremony

TODAY Posted Its Biggest Friday Key Demo Win in Nearly 2 Years

TODAY Has Been the #1 Morning Show in the Key Demo for 11 Months, 48 of the last 49 Weeks

TODAY Delivered Week-to-Week Gains in Total Viewers, A25-54 and A18-49

TODAY Is Up in the Key Demo While GMA is Down Double Digits Versus Last Year

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

NEW YORK – August 9, 2016 – On Friday, August 5, the day of the Rio Olympics Opening Ceremony, NBC News’ TODAY was the number-one morning show across the board winning total viewers and all demos, and marking its biggest Friday A25-54 win in nearly two years. For the week, TODAY was again the top-rated show in the A25-54 demo, while continuing to shrink the total viewer gap with ABC’s Good Morning America. TODAY has won the key A25-54 demo for eleven consecutive months, 48 out of the last 49 weeks.

For the week of August 1, TODAY topped GMA by a giant 237k in A25-54 and by 213k in A18-49. Versus the week prior, TODAY made gains in total viewers (+123k), A25-54 (+58k), and A18-49 (+53k). Compared to the same week before the Sochi Olympics, TODAY widened the gap with GMA by 218k in A25-54. TODAY also posted gains in in the key demo (+5%) while GMA was down double digits (-16%) versus the same week last year. Additionally, TODAY narrowed the total viewer gap with GMA by 41% (-255k last week vs. -435k 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 AUGUST 1

On Friday morning, TODAY was the #1 morning news show in total viewers, A25-54, and A18-49

TODAY topped GMA by +43,000 total viewers (+1%), +327,000 A25-54 viewers (+25%), and +289,000 A18-49 viewers (+32%)
TODAY posted its biggest Friday demo win over GMA since 9/5/2014

For the week, TODAY averaged 1.568 million A25-54 viewers, outperforming GMA by +237,000 (+18%) and CBS This Morning by +621,000 (+66%)

TODAY has ranked #1 among A25-54 viewers for 32 consecutive weeks and 48 of the last 49 weeks
TODAY posted a five-week high in A5-54 viewers and had its biggest demo advantage over GMA since the week of 5/30/2016
TODAY won all five mornings in A25-54, increasing its season-to-date total to 204 daily wins out of 219 rated broadcast days
TODAY delivered a 1.32 A25-54 rating, +0.20 points ahead of GMA and +0.52 points more than CBS
ABC was down in the demo week-to-week (-14,000) while TODAY was up (+58,000)

TODAY averaged 1.151 million A18-49 viewers, +213,000 (+23%) more than GMA and +486,000 (+73%) higher than CBS

Among A18-49 viewers, TODAY has now posted 52 consecutive wins
TODAY had its biggest A18-49 lead over GMA since the week of 5/23/2016
TODAY’s 0.91 A18-49 rating led GMA by +0.17 points and CBS by +0.39 points

TODAY averaged 3.954 million total viewers, leading CBS This Morning by 597,000 (+18%)

Week-to-week, TODAY delivered the biggest gains among A25-54 (+58,000) and A18-49 (+53,000) viewers while also improving by +123,000 total viewers

TODAY reduced GMA’s total viewer lead by 20% versus the prior week and increased its own A25-54 advantage over GMA by 44%

Versus the same week last season, TODAY saw higher deliveries in both A25-54 (+5%, or +69,000) and A18-49 (+5%, or +51,000) viewers. TODAY also:

Narrowed the total viewer gap with GMA by 41% (-255,000 last week vs. -435,000 a year ago)
Posted a 320,000 viewer turnaround in its A25-54 lead over GMA (+237,000 win last week vs. a -83,000 loss last year)

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

TODAY averages 1.772 million A25-54 viewers, leading GMA by +10% (+161,000) and CBS by +68% (+717,000). TODAY’s A25-54 advantage over GMA represents a 267,000 viewer turnaround from a -106,000 deficit at this point last season.
In A18-49, TODAY averages 1.329 million and tops GMA by +15% (+178,000) and CBS by +77% (+578,000). TODAY’s A18-49 lead over GMA has improved by 141,000 viewers (381%) from last season’s +37,000 lead.
Among total viewers, the gap between TODAY and GMA is 60% narrower than last season (-219,000 season-to-date versus a -549,000 deficit at this time last season).

RATINGS DATA:

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.93	12	3,954	0.91	1,151	1.32	1,568
CBS THIS MORNING	2.51	10	3,357	0.52	665	0.80	947
GOOD MORNING AMERICA	3.18	13	4,209	0.74	938	1.12	1,331

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.

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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:

Megan Kopf Stackhouse
NBC News
e: megan.kopf@nbcuni.com

p: 212-664-6205