TODAY Topped GMA in Total Viewers and All Demos Friday

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

TODAY Continues to Shrink the Total Viewer Gap with GMA

NEW YORK – October 25, 2016 – NBC News’ TODAY was the number-one morning show last Friday topping ABC’s “Good Morning America” in total viewers and all demos.  TODAY also won the week in the key A25-54 demo topping GMA by a giant +211,000 viewers.  TODAY has now won the key demo for more than 13 consecutive months, 59 out of the last 60 weeks. TODAY continues to shrink the total viewer gap with GMA with only 166,000 viewers between the shows for the week.  GMA’s averages are down the most of the morning shows versus the same week last year.

*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:

On Friday, TODAY was the #1 morning news broadcast in total viewers (+30,000), A25-54 viewers (+292,000), and A18-49 viewers (+342,000)

For the week, TODAY averaged 1.687 million A25-54 viewers, outperforming GMA by +211,000 (+14%) and CBS This Morning by +628,000 (+59%)

• TODAY has ranked #1 among A25-54 viewers for 43 consecutive weeks and 59 of the last 60 weeks
• Versus last year, TODAY widened its A25-54 margin of victory over GMA by 48% (+211,000 vs. +143,000 prior year)
• TODAY has now won 94 consecutive broadcasts in A25-54, dating back to June 10, 2016
• TODAY delivered a 1.40 A25-54 rating, +0.17 points ahead of GMA and +0.52 points more than CBS

TODAY averaged 1.260 million A18-49 viewers, +225,000 (+22%) more than GMA and +513,000 (+69%) higher than CBS

• Week-to-week, TODAY’s A18-49 lead over CBS improved by 9%
• TODAY’s 0.98 A18-49 rating led GMA by +0.17 points and CBS by +0.40 points

TODAY averaged 4.291 million total viewers, +737,000 (+21%) higher than CBS

• TODAY finished 55% closer to GMA than the same week last season (-166,000 vs. -370,000 last year)

RATINGS DATA: 

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.13	13	4,291	0.98	1,260	1.40	1,687
CBS THIS MORNING	2.57	10	3,554	0.58	747	0.88	1,059
GOOD MORNING AMERICA	3.27	13	4,457	0.81	1,035	1.23	1,476

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 35.8 million unique visitors turning to TODAY.com in September for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 33 consecutive months (42 out of the last 43), Today.com has reached more mobile consumers than GMA on Yahoo.

Today.com mobile unique visitors have grown +26% over the last 12 months while GMA on Yahoo grew +17% for the same period. Today.com has gone from parity in mobile unique visitors in September 2013 to over 3.0x GMA on Yahoo’s mobile visitor number in September 2016.

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For more information contact:

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

p: 212-664-6205