‘TODAY’ WINS WEEK IN DEMO

TODAY Is #1 in the Key Demo for 94 Straight Weeks, Its Best Streak in More Than 5 Years

TODAY Wins Outright in Total Viewers Monday and Wednesday

TODAY Narrows the Total Viewer Gap with GMA By More Than Half Year to Year

NEW YORK – October 17, 2017 – – TODAY was the number-one morning show outright, topping ABC’s “Good Morning America” in total viewers and all demos last Monday and Wednesday. For the week, TODAY was also the number-one morning show in the key demo A25-54, marking 94 straight weeks in the top spot (110 of the last 111 weeks), its best streak in more than five years. Compared to the same week last year, TODAY closed the total viewer gap versus GMA by more than half (58%, or -79,000 vs. -187,000 last year).

Additionally for the week, Megyn Kelly TODAY at 9 a.m. posted 2.258 million total viewers and 705,000 key demo viewers, growing its week-to-week average by 3% in viewers, and 10% in the demo. TODAY with Kathie Lee and Hoda at 10 a.m. also increased its total viewer average by 8% and its key demo average by 12% versus last week.

TODAY HIGHLIGHTS:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.93	12	4,130	0.86	1,109	1.22	1,473
CBS THIS MORNING	2.56	10	3,490	0.53	683	0.76	919
GOOD MORNING AMERICA	3.07	13	4,209	0.74	956	1.15	1,383

TODAY won Monday and Wednesday outright in total viewers and all demos

TODAY was the only broadcast to post week-over-week growth in P2+ and A18-49

TODAY averaged 1.473 million A25-54 viewers, leading GMA by +90,000 (+6%) and CBS This Morning by +554,000 (+60%)

TODAY has ranked #1 among A25-54 viewers for 94 consecutive weeks (best streak in over five years) and 110 of the last 111 weeks
Week-over-week, TODAY more than tripled its demo advantage over GMA (+90,000 vs. +25,000 prior week) and increased its leads over CBS by 9% (+554,000 vs. +508,000 prior week)
TODAY delivered a 1.22 A25-54 rating, +0.07 points ahead of GMA and +0.46 points more than CBS

TODAY averaged 1.109 million A18-49 viewers, +153,000 (+16%) more than GMA and +426,000 (+62%) higher than CBS

TODAY was the only broadcast to add A18-49 viewers week-over-week (+5,000), helping increase its lead over GMA by 94% and CBS by 2%
TODAY’s 0.86 A18-49 rating led GMA by +0.12 points and CBS by +0.33 points

TODAY averaged 4.130 million total viewers, leading CBS This Morning by +640,000 (+18%)

TODAY has finished within 80,000 viewers of GMA for the second time in the last three weeks. Versus prior week, the total viewer gap was 76% narrower (-79,000 vs. -326,000 prior week)
TODAY’s total viewer lead over CBS hit a three-week high
Compared to the same week last season, TODAY closed the total viewer gap vs. GMA by more than half (58%, or -79,000 vs. -187,000 last year)

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

Leads GMA by +98,000 and CBS by +548,000 (both lower than YAGO)

TODAY ranks #1 among A18-49 viewers

Leads GMA by +154,000 and CBS by +441,000 (both lower than YAGO)

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.

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For more information contact:

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