TODAY Tops GMA in the Key Demo A25-54 for 20 Straight Months

TODAY Has Cut the Total Viewer Gap with GMA in Half Vs. Last Season

TODAY’s Demo Wins Over GMA Have Reached 5-Year Highs, Season to Date

NEW YORK – February 28, 2017 – NBC News’ TODAY was the number-one morning show for the month of February topping ABC’s “Good Morning America” in the key demo A25-54.  TODAY has now won 20 straight months in the key demo.  TODAY also won the week of February 20 in the key demo, marking 61 straight weeks in first place (77 of 78 weeks), its best streak in more than four years. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 46% closer (-142,000 versus -265,000) versus last season. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election, the month of December, and the third quarter.

*Please note: All three morning news programs are based on a 4-day average for the week of Feb. 20 (Tue-Fri) due to the President’s Day holiday.

TODAY HIGHLIGHTS:

February 2017 (Nielsen Month)

TODAY has been #1 among A25-54 viewers for 20 consecutive months

• TODAY averaged 1.660 million A25-54 viewers, outperforming GMA by +165,000 (+11%) and CBS by +559,000 (+51%)

TODAY has won 23 consecutive months among A18-49 viewers

• TODAY averaged 1.228 million A18-49 viewers, leading GMA by +128,000 (+12%) and CBS by +421,000 (+52%)

Week of February 20

*All three morning news programs are based on a 4-day average (Tue-Fri) due to the President’s Day holiday.

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.03	12	4,246	0.92	1,175	1.31	1,579
CBS THIS MORNING	2.64	10	3,682	0.62	796	0.90	1,079
GOOD MORNING AMERICA	3.35	13	4,613	0.86	1,098	1.25	1,502

TODAY averaged 1.579 million A25-54 viewers, outperforming GMA by +77,000 (+5%) and CBS by +500,000 (+46%)

• TODAY has ranked #1 among A25-54 viewers for 61 consecutive weeks (best streak in over four years) and 77 of the last 78 weeks
• TODAY delivered a 1.31 A25-54 rating, +0.06 points ahead of GMA and +0.41 points more than CBS

TODAY averaged 1.175 million A18-49 viewers, +77,000 (+7%) more than GMA and +379,000 (+48%) higher than CBS

• TODAY’s 0.92 A18-49 rating led GMA by +0.06 points and CBS by +0.30 points

TODAY averaged 4.246 million total viewers, leading CBS This Morning by +564,000 (+15%)

Season-to-date

TODAY ranks #1 among A25-54 viewers and A18-49 viewers

• TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs
• TODAY has increased its A25-54 advantage over GMA by 67% vs. last season (+227,000 vs. +136,000 in 2015-16) while its A18-49 lead over GMA has improved by 8% (+210,000 vs. +195,000 last season)

TODAY’s total viewer gap vs. GMA has been reduced by 46% (-142,000 vs. -265,000 last season)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 35.4 million unique visitors turning to TODAY.com in January for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 37 consecutive months (46 out of the last 47), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3.4x GMA on Yahoo’s mobile visitor number in January 2016.

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