TODAY Has Been the No. 1 Morning Show in the Key Demo for More Than 1 Year 

TODAY Has Cut the Total Viewer Gap with GMA by a Giant 72% Versus Last Season

TODAY Is Up In the Key Demo While GMA is Down Versus Last Year

NEW YORK – September 7, 2016 – NBC News’ TODAY was once again the number-one morning show in the key A25-54 demo last week.  TODAY has now won the key demo more than for 12 consecutive months, 52 out of the last 53 weeks. TODAY continues to shrink the total viewer gap with ABC’s “Good Morning America” with only 160,000 viewers between the shows for the week.  TODAY won the month of August outright in total viewers and the key demo, and it continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of August 29, TODAY topped GMA by a giant 266,000 in A25-54 and by 238,000 in A18-49.  The gap between TODAY and GMA is 72% closer than last season (-149,000 season-to-date versus -541,000 at this time last season).  Versus the same week last year, TODAY cut the total viewer gap with GMA by 65% (-160,000 last week vs. -456,000 a year ago). This season, GMA is down in both A25-54 (-9%) and A18-49 (-5%) year-over-year while TODAY is up in both measures.

*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 averaged 1.741 million A25-54 viewers, outperforming GMA by +266,000 (+18%) and CBS This Morning by +699,000 (+67%)

  •          TODAY has ranked #1 among A25-54 viewers for 36 consecutive weeks and 52 of the last 53 weeks
  •          TODAY won all five mornings in the key demo, increasing its season-to-date total to 224 out of 239 rated broadcast days
  •          TODAY delivered a 1.45 A25-54 rating, +0.22 points ahead of GMA and +0.58 points more than CBS

TODAY averaged 1.282 million A18-49 viewers, +238,000 (+23%) more than GMA and +522,000 (+69%) higher than CBS

  •          TODAY’s 1.00 A18-49 rating led GMA by +0.19 points and CBS by +0.41 points

TODAY averaged 4.323 million total viewers,  +882,000 (+26%) higher than CBS

Versus the same week last season, TODAY:

  •          Remained flat in total viewers and saw a 65% narrower margin vs. GMA (-160,000 last week vs. -456,000 last year)
  •          Increased its A25-54 delivery by 6% (+91,000) and widened its demo advantage over GMA by 244,000 viewers (+266,000 win last week vs. +22,000 last year)
  •          Increased its A18-49 delivery by 1% (+16,000) and raised its lead over GMA by 43% (+238,000 last week vs. +167,000 last year)

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

  •          TODAY averages 1.785 million A25-54 viewers, leading GMA by +12% (+195,000) and CBS by +71% (+738,000).  TODAY’s A25-54 advantage over GMA represents a 293,000 viewer turnaround from a -98,000 deficit at this point last season.
  •          In A18-49, TODAY averages 1.339 million and tops GMA by +18% (+203,000) and CBS by +80% (+593,000).  TODAY’s A18-49 lead over GMA is up four-fold versus last season (+203,000 vs. a +43,000 lead a year ago).
  •          Among total viewers, the gap between TODAY and GMA is 72% closer than last season (-149,000 season-to-date versus a -541,000 deficit at this time last season).


Show Name HHRtg HHShr P2+Imps P18-49Rtg P18-49Imps P25-54Rtg P25-54Imps
TODAY 3.17 13 4,323 1.00 1,282 1.45 1,741
CBS THIS MORNING 2.53 10 3,441 0.59 760 0.87 1,042
GOOD MORNING AMERICA 3.28 13 4,483 0.81 1,044 1.23 1,475


For 31 consecutive months, 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 has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in July 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, Billy Bush, 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

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