TODAY Tops GMA in Total Viewers and All Demos Last Tuesday and Wednesday

TODAY Wins the Week in the Key Demo A25-54

TODAY Has Been #1 in the Key Demo for 55 Straight Weeks, a First in More Than 4 Years

Season-to-Date, TODAY Is Posting Its Biggest Demo Wins in 5 Years

NEW YORK – January 18, 2017 – NBC News’ TODAY was the number-one morning show outright for two days straight topping ABC’s “Good Morning America” in total viewers and all demos last Tuesday and Wednesday.  TODAY also won the week in the key demo A25-54 marking 55 straight weeks in the top spot, a first in more than four years. TODAY had its best A25-54 and A18-49 leads over GMA in three weeks, and its best season-to-date advantages over GMA in five years.  Versus last season, TODAY has almost doubled its key demo advantage over GMA, and the total viewer gap between the two shows is 70% closer (-93,000 versus -306,000). Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election and the month of December.

*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:

Week of January 9:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.30	13	4,621	0.99	1,269	1.44	1,725
CBS THIS MORNING	2.76	11	3,780	0.62	795	0.89	1,067
GOOD MORNING AMERICA	3.48	13	4,713	0.85	1,086	1.26	1,513

TODAY ranked #1 across the board on 2 mornings last week

• Tuesday: led GMA by +84,000 total viewers, +325,000 A25-54 viewers, and +200,000 A18-49 viewers
• Wednesday: led GMA by +44,000 total viewers, +251,000 A25-54 viewers, and +246,000 A18-49 viewers
• Season-to-date, TODAY has now posted 21 across-the-board daily wins

For the week, TODAY averaged 1.725 million A25-54 viewers, outperforming GMA by +212,000 (+12%) and CBS by +658,000 (+62%)

• TODAY has ranked #1 among A25-54 viewers for 55 consecutive weeks (best streak in over four years) and 71 of the last 72 weeks
• TODAY posted its best demo lead over GMA in 3 weeks.  Week-to-week, TODAY’s advantage was up 13% (+212,000 vs. +188,000 prior week)
• TODAY won all five mornings in the demo last week, extending its streak to 148 consecutive broadcasts dating back to June 10, 2016
• TODAY delivered a 1.44 A25-54 rating, +0.18 points ahead of GMA and +0.55 points more than CBS

TODAY averaged 1.269 million A18-49 viewers, +183,000 (+17%) more than GMA and +474,000 (+60%) higher than CBS

• Among A18-49 viewers, TODAY has now posted 75 consecutive wins and has been #1 in 81 of the last 83 weeks and 92 of the last 96 weeks
• TODAY’s A18-49 lead vs. GMA was a 3-week high, up 17% from the prior week (+183,000 vs. +157,000 last week)
• TODAY’s 0.99 A18-49 rating led GMA by +0.14 points and CBS by +0.37 points

TODAY averaged 4.621 million total viewers, leading CBS This Morning by +841,000 (+22%)

• TODAY had its highest audience since the week of 12/19/2016 and posted the biggest total viewer gain vs. prior week (+62,000, or +1%)
• TODAY reduced GMA’s total viewers for the second straight week (-92,000 vs. -147,000 prior week, or by 37%)
• Compared to the same week last season, TODAY also reduced GMA’s lead by 29% (-92,000 vs. -129,000 last year)

Season-to-date:

TODAY’s total viewer gap vs. GMA has been reduced by 70% (-93,000 vs. -306,000 last season)

TODAY ranks #1 among A25-54 viewers

• TODAY has almost doubled its advantage over GMA vs. last season (+243,000 vs. +122,000 in 2015-16)
• This is TODAY’s best A25-54 season-to-date advantage in 5 years (since the 2011-12 season)

TODAY ranks #1 among A18-49 viewers

• TODAY’s A18-49 lead over GMA has improved by 17% vs. last season (+231,000 vs. +198,000 in 2015-16)
• This is TODAY best A18-49 season-to-date advantage in five years

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 37.9 million unique visitors turning to TODAY.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 36 consecutive months (45 out of the last 46), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com mobile unique visitors have grown +5% over the last 12 months while GMA on Yahoo declined -20% for the same period.

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For more information contact:

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

p: 212-664-6205