‘TODAY’ WINS Q3 IN TOTAL VIEWERS & 2015/2016 SEASON IN KEY DEMO

TODAY Wins Its First Quarter in Total Viewers and All Demos in More than 4 Years

TODAY Wins Its First Full Season in the Key Demo in 4 Years

TODAY Posts Its Best Season in Total Viewers Vs. GMA in 4 Years

TODAY Cuts the Total Viewer Gap with GMA By Nearly 400k Vs. Last Season

GMA Is Down Double Digits in the Key Demo Vs. Both Last Season and 3rd Quarter 2015

NEW YORK – September 20, 2016 — NBC News’ TODAY was the number-one morning show in total viewers and all demos for the third quarter 2016 marking its first outright quarterly win in more than four years, since the second quarter 2012. TODAY also won the key demo A25-54 for the 2015/2016 television season, its first season win in the key demo in four years, since 2011/2012. TODAY posted its best season in total viewers versus GMA in four years, coming within a slight 148k viewers, and it narrowed the gap with GMA by a giant 72% (387k viewers) versus last season. TODAY won in A18-49 for its 23rd straight season and 15th straight quarter.

For the third quarter, TODAY topped GMA by 59k in total viewers, and by a giant 322k in A25-54 viewers. For the season, TODAY led GMA by 197k A25-54 viewers. GMA is down double digits both versus last season (-16%), and versus 3rd quarter 2015 (-13%) in the key demo.

Additionally, for the week of September 12, TODAY topped GMA by 229k in the key demo and by 205k in A18-49.

*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 AND RATINGS DATA:

3RD QUARTER 2016

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.18	13	4,317	1.00	1,268	1.43	1,705
CBS THIS MORNING	2.46	10	3,321	0.53	678	0.81	961
GOOD MORNING AMERICA	3.17	13	4,258	0.77	984	1.16	1,383

TODAY finished #1 in total viewers for the first time since 2Q 2012

TODAY led GMA by +59,000 (+15%) and CBS by +996,000 (+30%)
TODAY increased +2% in total viewers versus 3Q’15 levels

TODAY won its 4th consecutive quarter among A25-54 viewers

TODAY topped GMA by 322,000 A25-54 viewers, its biggest quarterly victory since 1Q 2012
TODAY has posted 8 consecutive quarters of improving A25-54 advantages over GMA
Versus 3Q’15, TODAY posted the biggest A25-54 gain (+7%) and saw a 333,000 turnaround in its advantage over GMA (+322,000 vs. a -11,000 loss in 3Q’15)

TODAY has won 15 consecutive quarters and 87 of the last 88 quarters among A18-49 viewers

TODAY led GMA by +284,000 A18-49 viewers, its best advantage since 1Q 2012
Versus 3Q’15, TODAY was up +7% in A18-49 and almost tripled its lead over GMA (+284,000 vs. +95,000 in 3Q’15)

2015-16 SEASON

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.35	13	4,585	1.05	1,337	1.50	1,782
CBS THIS MORNING	2.60	10	3,577	0.59	746	0.88	1,046
GOOD MORNING AMERICA	3.50	14	4,733	0.89	1,132	1.33	1,585

TODAY is #1 among Adults 25-54 for the first time in four seasons

Averaged 1.782 million A25-54 viewers, leading GMA by +197,000 (13%) and CBS by +736,000 (+70%)
TODAY won 51 of the 52 weeks this season among A25-54 viewers
Posted a 290,000 turnaround in its advantage over GMA (+197,000 win this season vs. a -93,000 loss during 2014-15)
GMA posted a -16% decline (-297,000) vs. last season

TODAY is #1 among Adults 18-49 for the 23rd consecutive season

Averaged 1.337 million A18-49 viewers, +205,000 (+18%) more than GMA and +591,000 (+79%) ahead of CBS
This was TODAY’s biggest A18-49 season advantage over GMA since the 2011-12 season. Versus 2014-15, TODAY improved its lead over GMA by 318%.

TODAY averaged 4.585 million viewers, leading CBS for the 29th consecutive season since at least the start of Nielsen People Meters in 1987

Averaged 4.585 million total viewers, topping CBS by +1.008 million (+28%)
TODAY has narrowed the total viewer gap with GMA for 3 straight seasons, posting its closest margin with GMA (-148,000) since 2011-12
TODAY closed the total viewer gap with GMA by 72%, or 387,000 viewers, versus last season

WEEK OF SEPTEMBER 12-18

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.11	13	4,248	0.95	1,219	1.40	1,678
CBS THIS MORNING	2.44	10	3,333	0.59	758	0.86	1,035
GOOD MORNING AMERICA	3.28	13	4,464	0.79	1,014	1.21	1,449

TODAY averaged 1.678 million A25-54 viewers, outperforming GMA by +229,000 (+16%) and CBS This Morning by +643,000 (+62%)

TODAY has ranked #1 among A25-54 viewers for 38 consecutive weeks and 54 of the last 55 weeks
TODAY won all five mornings in the key demo, increasing its season-to-date total to 233 out of 248 rated broadcast days
TODAY delivered a 1.40 A25-54 rating, +0.19 points ahead of GMA and +0.54 points more than CBS

TODAY averaged 1.219 million A18-49 viewers, +205,000 (+20%) more than GMA and +461,000 (+61%) higher than CBS

Among A18-49 viewers, TODAY has now posted 58 consecutive wins
TODAY’s 0.95 A18-49 rating led GMA by +0.16 points and CBS by +0.36 points

TODAY averaged 4.248 million total viewers, +915,000 (+27%) higher than CBS

TODAY finished 30% closer to GMA than the same week last season (-216,000 vs. -308,000 last year)

On Monday morning, TODAY finished #1 across the board in total viewers (+150,000), A25-54 viewers (+449,000), and A18-49 viewers (+414,000)

Versus the same week last season, TODAY widened its A25-54 lead over GMA by 154% (+229,000 last week vs. +90,000 a year ago)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo in the month of August. Over 37.4 million unique visitors turned to TODAY.com for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 32 consecutive months (41 out of the last 42), Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com mobile unique visitors have grown +7% over the last 12 months while GMA on Yahoo remained flat for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.5x GMA on Yahoo’s mobile visitor number in August 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, 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