TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week

TODAY Posted Its Best Demo Delivery Since the Rio Olympics and Best Non-Olympic Delivery in Nearly 5 Months

TODAY Cut the Total Viewer Gap with GMA by a Giant 67% Versus the Same Week Last Season

TODAY Is Up in Total Viewers and the Key Demo While GMA Is Down Versus a Year Ago

NEW YORK – October 11, 2016 – NBC News’ TODAY was once again the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54.  The win marked TODAY’s best A25-54 average since the Rio Olympics (week of 8/15/2016) and its best non-Olympic average in nearly five months (week of 5/16/2016).  TODAY has now won the key demo for more than 12 consecutive months, 57 out of the last 58 weeks. TODAY continues to shrink the total viewer gap with GMA with only 136,000 viewers between the shows for the week.  TODAY won the third quarter 2016 and the month of August outright in total viewers and the key demo, and it was the number-one morning show in both A25-54 and A18-49 for the 2015/2016 season.

For the week of October 3, TODAY topped GMA by a giant 242,000 in A25-54 and by 214,000 in A18-49.  The total viewer gap between TODAY and GMA is 67% closer than the same week last season (-136,000 versus -409,000).  GMA is down -4% in the key demo and -3% in total viewers while TODAY is up +8% in the key demo and +3% versus 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:

TODAY showed across-the-board improvement in viewership vs. prior year while ABC lost both total and A25-54 viewers

TODAY averaged 1.791 million A25-54 viewers, outperforming GMA by +242,000 (+16%) and CBS This Morning by +681,000 (+61%)

• TODAY has ranked #1 among A25-54 viewers for 41 consecutive weeks and 57 of the last 58 weeks
• TODAY posted its best A25-54 average since the Rio Olympics (week of 8/15/2016) and its best non-Olympics average in nearly five months (week of 5/16/2016)
• TODAY delivered a 1.49 A25-54 rating, +0.20 points ahead of GMA and +0.57 points more than CBS
• TODAY was the only program to grow vs. both prior week (+1%, +24,000) and prior year (+8%, +136,000) – ABC (+4% vs. prior week, -4% vs. prior year) and CBS (-2% vs. prior week, +17% vs. prior year)

TODAY averaged 1.320 million A18-49 viewers, +214,000 (+19%) more than GMA and +530,000 (+67%) higher than CBS

• TODAY’s 1.03 A18-49 rating led GMA by +0.17 points and CBS by +0.41 points

TODAY averaged 4.524 million total viewers, +970,000 (+27%) higher than CBS

• TODAY finished 67% closer to GMA than the same week last season (-136,000 vs. -409,000 last year)
• TODAY grew +3% (+121,000) vs. prior year while GMA lost total viewers (-3%, -152,000)

RATINGS DATA: 

	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.27	13	4,524	1.03	1,320	1.49	1,791
CBS THIS MORNING	2.60	10	3,554	0.62	790	0.92	1,110
GOOD MORNING AMERICA	3.40	13	4,660	0.86	1,106	1.29	1,549

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