TODAY Tops GMA in the Key Demo for 100 Weeks, Best Streak in More Than 4 Years

TODAY Posts 5-Week Highs in Total Viewers and All Demos

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

TODAY Cuts the Total Viewer Gap and Grows Its Key Demo Advantage Over GMA Vs. Last Season

NEW YORK – August 8, 2017 – NBC News’ TODAY was the number-one morning show topping ABC’s “Good Morning America” yet again in the key demo A25-54. TODAY has now won 100 of the last 101 weeks in the key demo (84 straight 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 posted its highest averages in total viewers and all demos in five weeks. TODAY has also cut the total viewer gap with GMA by 10% season to date (-197,000 vs. -219,000 last season) and increased its A25-54 advantage over GMA by 19% versus last season.

TODAY HIGHLIGHTS:   

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.66	12	3,695	0.76	978	1.09	1,313
CBS THIS MORNING	2.29	10	3,168	0.45	577	0.67	803
GOOD MORNING AMERICA	2.92	13	3,943	0.68	872	1.03	1,239

TODAY posted multi-week highs in total viewers, A25-54, and A18-49 (best in five weeks)

For the week, TODAY averaged 1.313 million A25-54 viewers, leading GMA by +74,000 (+6%) and CBS by +510,000 (+63%)

• TODAY has ranked #1 among A25-54 viewers for 84 consecutive weeks (best streak in over four years) and 100 of the last 101 weeks
• TODAY delivered a 1.09 A25-54 rating, +0.06 points ahead of GMA and +0.42 points more than CBS
• TODAY added +35,000 A25-54 viewers versus prior week, improving its advantage over GMA by 54% (+74,000 vs. +48,000 prior week) and over CBS by 17% (+510,000 vs. +437,000 prior week

TODAY averaged 978,000 A18-49 viewers, +106,000 (+12%) more than GMA and +401,000 (+69%) higher than CBS

• TODAY increased +4% (+40,000) and increased its lead over both GMA (by 45%) and CBS (by 20%)
• TODAY’s 0.76 A18-49 rating led GMA by +0.08 points and CBS by +0.31 points

TODAY averaged 3.695 million total viewers, leading CBS This Morning by +527,000 (+17%)

• Compared to the prior week, TODAY gained +63,000 total viewers
• TODAY increased its total viewer lead over CBS by 28% week-to-week (+527,000 vs. +413,000 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 19% vs. last season while its A18-49 lead over GMA has improved by 4%

TODAY’s total viewer gap vs. GMA has been reduced by 10% (-197,000 vs. -219,000 last season)

TODAY DIGITAL HIGHLIGHTS:

TODAY reached more consumers than GMA on Yahoo with over 32.8 million unique visitors turning to TODAY.com in June for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 42 consecutive months (51 out of the last 52), 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 3.0x GMA on Yahoo’s mobile visitor number in June 2017.

For more information contact:

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