TODAY Is #1 in the Key Demo for 95 Straight Weeks, Its Best Streak in More Than 5 Years

TODAY Wins Outright in Total Viewers Monday  

TODAY Narrows the Total Viewer Gap with GMA By 28% Year to Year

NEW YORK – October 24, 2017 – – TODAY was the number-one morning show outright, topping ABC’s “Good Morning America” in total viewers and all demos last Monday. For the week, TODAY was also the number-one morning show in the key demo A25-54, marking 95 straight weeks in the top spot (111 of the last 112 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 28%  (-119,000 vs. -166,000 last year).

Additionally for the week, Megyn Kelly TODAY at 9 a.m. posted more than 2.1 million total viewers and 614,000 key demo viewers.  TODAY with Kathie Lee and Hoda at 10 a.m. delivered more than 1.6 million total viewers and 499,000 A25-54 viewers.

TODAY HIGHLIGHTS:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.92	12	4,150	0.84	1,083	1.21	1,456
CBS THIS MORNING	2.53	10	3,502	0.54	695	0.80	963
GOOD MORNING AMERICA	3.08	13	4,269	0.73	945	1.13	1,368

TODAY averaged 1.456 million A25-54 viewers, leading GMA by +88,000 (+6%) and CBS This Morning by +493,000 (+51%)

• TODAY has ranked #1 among A25-54 viewers for 95 consecutive weeks (best streak in over five years) and 111 of the last 112 weeks
• TODAY delivered a 1.21 A25-54 rating, +0.08 points ahead of GMA and +0.41 points more than CBS

TODAY averaged 1.083 million A18-49 viewers, +138,000 (+15%) more than GMA and +388,000 (+56%) higher than CBS

• TODAY’s 0.84 A18-49 rating led GMA by +0.11 points and CBS by +0.30 points

TODAY averaged 4.150 million total viewers, leading CBS This Morning by +648,000 (+19%)

• TODAY’s total viewer lead over CBS hit a four-week high
• TODAY posted an across-the-board win on Monday morning (+146,000 in total viewers, +178,000 among A25-54, and +234,000 among A18-49)
• Week-over-week, TODAY increased its total viewer average by +20,000
• TODAY total viewer gap vs. GMA was 28% narrower compared to the same week last season (-119,000 vs. -166,000 last year)

SEASON-TO-DATE

 TODAY ranks #1 among A25-54 viewers

• Leads GMA by +94,000 and CBS by +533,000

TODAY ranks #1 among A18-49 viewers

• Leads GMA by +150,000 and CBS by +427,000

TODAY ranks a close #2 among total viewers

• Trails GMA by just -141,000, which is a narrower gap than YAGO (-146,000)

TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 35.5 million unique visitors turning to TODAY.com in September for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 45 consecutive months (54 out of the last 55), 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 September 2017. 

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For more information contact:

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