TODAY Wins the 2016-2017 Season in the Key Demo, Its 2nd Straight Season Win

TODAY Wins the 3rd Quarter in the Key Demo, Its 8th Straight Quarter Win

TODAY Is #1 in the Key Demo for 91 Straight Weeks, Its Best Streak in More Than 5 Years

TODAY Narrows the Total Viewer Gap with GMA By 42% Vs. a Year Ago

NEW YORK – September 26, 2017 – – TODAY was the number-one morning show for the 2016-2017 season, topping ABC’s “Good Morning America” in A25-54 and marking its second straight season win in the key demo. TODAY also won the season in A18-49, its 24th straight season win. TODAY narrowed the total viewer gap with GMA by 8% versus last season, excluding the Rio Olympics.

For the third quarter 2017, TODAY was the number-one show in the key demo, marking its eight straight quarter win. Versus the second quarter 2017, TODAY closed the total viewer gap with GMA by 28% and increased its lead over CBS by 8%.

For the week of September 18, TODAY also won the week in the demo, marking 91 straight weeks in the top spot (107 of the last 108 weeks), its best streak in more than five years. TODAY won Monday outright in total viewers, and versus the same week last year, TODAY narrowed the total viewer gap with GMA by a whopping 42%.

TODAY HIGHLIGHTS

FULL 2016-17 SEASON

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.03	12	4,212	0.93	1,189	1.32	1,592
CBS THIS MORNING	2.58	10	3,564	0.56	720	0.84	1,004
GOOD MORNING AMERICA	3.23	13	4,402	0.79	1,011	1.17	1,408

TODAY ranked #1 among A25-54 viewers for the 2nd straight season

• TODAY averaged 1.592 million A25-54 viewers, leading GMA by +184,000 (+13%) and CBS This Morning by +588,000 (+59%)

TODAY ranked #1 among A18-49 viewers for the 24th consecutive season

• TODAY averaged 1.189 million A18-49 viewers, topping GMA by +178,000 (+18%) and CBS by +469,000 (+65%)

TODAY averaged 4.212 million total viewers, leading CBS by +649,000 (+18%)

• TODAY narrowed the total viewer gap with GMA by 8% versus last season, excluding the Rio Olympics.

3RD QUARTER 2017

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.79	12	3,872	0.81	1,039	1.16	1,400
CBS THIS MORNING	2.41	10	3,325	0.48	610	0.71	855
GOOD MORNING AMERICA	2.96	13	4,025	0.70	895	1.06	1,276

TODAY has ranked #1 among A25-54 viewers for eight consecutive quarters

• TODAY averaged 1.400 million A25-54 viewers, topping GMA by +125,000 (+10%) and CBS by +545,000 (+64%)

Among A18-49 viewers, TODAY has won 19 consecutive quarters and 91 of the last 92 quarters (dating back to 4Q 1994)

• TODAY averaged 1.039 million A18-49 viewers, +145,000 (+16%) over ABC and +429,000 (+70%) higher than CBS

TODAY averaged 3.872 million total viewers, leading CBS by +551,000 (+17%)

• Versus 2Q’17, TODAY narrowed the total viewer gap against GMA by 28% (-151,000 vs. -211,000 in 2Q’17) and increased its lead over CBS by 8% (+551,000 vs. +509,000 in 2Q’17)

WEEK OF SEPTEMBER 18-24, 2017

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.93	12	4,118	0.89	1,151	1.26	1,518
CBS THIS MORNING	2.49	10	3,465	0.52	670	0.74	888
GOOD MORNING AMERICA	3.09	13	4,261	0.75	966	1.13	1,366

TODAY averaged 1.518 million A25-54 viewers, leading GMA by +152,000 (+11%) and CBS This Morning by +630,000 (+64%)

• TODAY has ranked #1 among A25-54 viewers for 91 consecutive weeks (best streak in over five years) and 107 of the last 108 weeks
• TODAY improved its demo lead over GMA by 15% week-to-week (+152,000 vs. +132,000 prior week)
• TODAY delivered a 1.26 A25-54 rating, +0.13 points ahead of GMA and +0.52 points more than CBS

TODAY averaged 1.151 million A18-49 viewers, +185,000 (+19%) more than GMA and +481,000 (+72%) higher than CBS

• TODAY’s 0.89 A18-49 rating led GMA by +0.14 points and CBS by +0.37 points

TODAY averaged 4.118 million total viewers, leading CBS This Morning by +653,000 (+19%)

• TODAY’s total viewer gap vs. GMA was 42% narrower than the same week last season (-143,000 vs. -248,000 last year)
• TODAY topped GMA in total viewers and all demos Monday

TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 37.5 million unique visitors turning to TODAY.com in August for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 44 consecutive months (53 out of the last 54), 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 August 2017. 

For more information contact:

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