TODAY Tops GMA in the Key Demo for 72 Straight Weeks, Best Streak in More Than 4 Years

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

NEW YORK – May 16, 2017 – NBC News’ TODAY was the number-one morning show topping ABC’s “Good Morning America” once again in the key demo A25-54. TODAY has now won 72 straight weeks in the key demo (88 of the last 89 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 45%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 19% season to date (-189,000 vs. -232,000 last season).

TODAY HIGHLIGHTS:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.98	12	4076	0.86	1108	1.25	1498
CBS THIS MORNING	2.63	10	3650	0.58	738	0.85	1016
GOOD MORNING AMERICA	3.16	12	4320	0.75	961	1.13	1353

TODAY averaged 1.498 million A25-54 viewers, outperforming GMA by +145,000 (+11%) and CBS by +482,000 (+47%)

• TODAY has ranked #1 among A25-54 viewers for 72 consecutive weeks (best streak in over four years) and 88 of the last 89 weeks
• TODAY delivered a 1.25 A25-54 rating, +0.12 points ahead of GMA and +0.40 points more than CBS

TODAY averaged 1.108 million A18-49 viewers, +147,000 (+15%) more than GMA and +370,000 (+50%) higher than CBS

• Versus the same week last season, TODAY improved its A18-49 lead over GMA by 18%
• TODAY’s 0.86 A18-49 rating led GMA by +0.11 points and CBS by +0.28 points

TODAY averaged 4.076 million total viewers, leading CBS This Morning by +426,000 (+12%)

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 45% vs. last season while its A18-49 lead over GMA has improved by 11%

TODAY’s total viewer gap vs. GMA has been reduced by 19% (-189,000 vs. -232,000 last season)

TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 33.2 million unique visitors turning to TODAY.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 40 consecutive months (49 out of the last 50), 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 3x GMA on Yahoo’s mobile visitor number in April 2017.

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For more information contact:

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