TODAY Tops GMA in the Key Demo for 67 Straight Weeks, Best Streak in More Than 4 Years

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

TODAY Has Cut the Total Viewer Gap with GMA

NEW YORK – April 11, 2017 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” once again in the key demo A25-54. TODAY has now won 67 straight weeks in the key demo (83 of 84 weeks), its best streak in more than four years. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 56%, season to date. TODAY has also cut the total viewer gap with GMA by 27% season to date (-176,000 vs. -240,000 last season).

Additionally, TODAY was the number-one morning show for the month of March, the February sweep and for the first quarter of 2017 in the key demo.

TODAY HIGHLIGHTS:

Week of April 3

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.94	12	4079	0.92	1176	1.28	1542
CBS THIS MORNING	2.69	11	3725	0.59	762	0.88	1052
GOOD MORNING AMERICA	3.24	13	4369	0.80	1030	1.18	1416

For the week, TODAY averaged 1.542 million A25-54 viewers, outperforming GMA by +126,000 (+9%) and CBS by +490,000 (+47%)

• TODAY has ranked #1 among A25-54 viewers for 67 consecutive weeks (best streak in over four years) and 83 of the last 84 weeks
• TODAY delivered a 1.28 A25-54 rating, +0.10 points ahead of GMA and +0.40 points more than CBS

TODAY averaged 1.176 million A18-49 viewers, +146,000 (+14%) more than GMA and +414,000 (+54%) higher than CBS

• TODAY improved by +7,000 A18-49 viewers week-to-week
• TODAY’s 0.92 A18-49 rating led GMA by +0.12 points and CBS by +0.33 points

TODAY averaged 4.079 million total viewers, leading CBS This Morning by +354,000 (+9%)

• TODAY increased by +64,000 total viewers (+2%) compared to the prior week

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 56% vs. last season while its A18-49 lead over GMA has improved by 9%

TODAY’s total viewer gap vs. GMA has been reduced by 27% (-176,000 vs. -240,000 last season)

TODAY DIGITAL HIGHLIGHTS:  TODAY reached more consumers than GMA on Yahoo with over 40 million unique visitors turning to TODAY.com in February for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 38 consecutive months (47 out of the last 48), 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 4.3x GMA on Yahoo’s mobile visitor number in February 2017.

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For more information contact:

Megan Stackhouse
NBC News
e: megan.kopf@nbcuni.com
p: 212-664-6205