‘TODAY’ WINS BIG IN OCTOBER

TODAY Wins the Demo for 14 Straight Months and Posts Its Biggest October Win Over GMA in 5 Years

TODAY More Than Tripled Its Demo Lead Over GMA Versus Last October

TODAY Cut the Total Viewer Gap with GMA By a Giant 63% Versus Last October

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

GMA is Down Double Digits in the Demo

NEW YORK – November 1, 2016 – NBC News’ TODAY was the number-one morning show for the month of October topping ABC’s “Good Morning America” in the key demo A25-54 by a whopping +225,000 viewers. TODAY has now won the demo for 14 consecutive months posting its largest October demo win over GMA in five years (since 2011), and tripling the demo gap versus last year. TODAY also cut the total viewer gap with GMA by 63% versus last October.

TODAY won the week of October 24 in the key demo beating GMA by +157,000 viewers. Versus last year, TODAY more than doubled its A25-54 lead over GMA by 107% (+157,000 vs. +76,000 prior year). GMA was down double digits (10%) in the demo 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:

OCTOBER

TODAY has ranked #1 among A25-54 viewers for 14 consecutive months (longest streak since 2011/2012) and 15 of the last 16 months

TODAY averaged 1.723 million A25-54 viewers, +225,000 (+15%) more than GMA and +630,000 (+58%) higher than CBS
TODAY held its widest October demo win over GMA since 2011
Versus October 2015, TODAY improved its demo delivery by +1% (+19,000)
TODAY more than tripled its A25-54 advantage over GMA vs. last year (+225,000 vs. +66,000 in October 2015)

Among A18-49 viewers, TODAY has been #1 for 19 consecutive months (longest streak since 2011/12) and 20 of the last 22 months

TODAY averaged 1.293 million A18-49 viewers, +228,000 (+21%) ahead of GMA and +508,000 (+65%) more than CBS
TODAY’s A18-49 lead over GMA was 25% higher than October 2015 (+228,000 vs. +183,000 last year)
This was TODAY’s best October A18-49 lead over GMA in five years

TODAY outperformed CBS in total viewers by +816,000 (+23%)

TODAY narrowed its October total viewer gap with GMA for the third consecutive year
Versus October 2015, the total viewer margin between TODAY and GMA was reduced by 63%

WEEK of OCTOBER 24

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.13	12	4,262	0.98	1,257	1.40	1,678
CBS THIS MORNING	2.58	10	3,526	0.59	755	0.89	1,069
GOOD MORNING AMERICA	3.29	13	4,476	0.84	1,082	1.27	1,521

For the week, TODAY averaged 1.678 million A25-54 viewers, outperforming GMA by +157,000 (+10%) and CBS This Morning by +609,000 (+57%)

TODAY has ranked #1 among A25-54 viewers for 44 consecutive weeks and 60 of the last 61 weeks
Versus last year, TODAY more than doubled its A25-54 lead over GMA by 107% (+157,000 vs. +76,000 prior year)
TODAY has now won 99 consecutive broadcasts in A25-54, dating back to June 10, 2016
TODAY delivered a 1.40 A25-54 rating, +0.13 points ahead of GMA and +0.51 points more than CBS

TODAY averaged 1.257 million A18-49 viewers, +175,000 (+16%) more than GMA and +502,000 (+67%) higher than CBS

TODAY’s 0.98 A18-49 rating led GMA by +0.14 points and CBS by +0.39 points

TODAY averaged 4.262 million total viewers, +736,000 (+21%) higher than CBS

TODAY finished 57% closer to GMA than the same week last season (-214,000 vs. -495,000 last year)

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