‘TODAY’ WINS BIG ON HALLOWEEN

TODAY Tops GMA on Halloween by 274k in Total Viewers, Best Single-Day Win in More Than a Month

TODAY Posts Narrowest Weekly Total Viewer Gap with GMA In Two Months

TODAY Is #1 in the Key Demo for 97 Straight Weeks, Its Best Streak in More Than 5 Years

TODAY Narrows the Total Viewer Gap with GMA By a Giant 88% Year to Year

Megyn Kelly TODAY and TODAY with Kathie Lee and Hoda Post 2nd Straight Week of Growth

NEW YORK – November 7, 2017 – – TODAY was the number-one morning show outright on Halloween, topping ABC’s “Good Morning America” in total viewers (by 274k) and all demos. For the week, TODAY posted its highest total viewership and closest margin to GMA (just 22k) in eight weeks, since the week of 9/4/2017. TODAY was also the number-one morning show in the key demo A25-54, marking 97 straight weeks in the top spot (113 of the last 114 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 a huge 88%.

Additionally, for the second consecutive week, Megyn Kelly TODAY at 9 a.m. and TODAY with Kathie Lee and Hoda at 10 a.m. continued to post week-to-week growth across all demos. Megyn Kelly TODAY was up 3% in A25-54 and up 2% in A18-49, and TODAY with Kathie Lee and Hoda was up 3% in total viewers, 7% n A25-54, and 6% in A18-49 versus the prior week.

TODAY HIGHLIGHTS:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.97	12	4,184	0.92	1,184	1.29	1,555
CBS THIS MORNING	2.55	10	3,515	0.52	666	0.78	938
GOOD MORNING AMERICA	3.05	13	4,206	0.73	940	1.11	1,341

TODAY averaged 1.555 million A25-54 viewers, leading GMA by +214,000 (+16%) and CBS This Morning by +617,000 (+66%)

TODAY has ranked #1 among A25-54 viewers for 97 consecutive weeks (best streak in over five years) and 113 of the last 114 weeks
TODAY posted its highest A25-54 viewership in eight weeks and saw multi-week highs in its advantages over both GMA (since week of 6/12/2017) and CBS (since week of 9/18/2017)
Week-over-week, TODAY’s demo increased by +91,000 (+6%) while more than doubling its lead over GMA (+214,000 vs. +93,000 prior week, a 130% increase)
TODAY delivered a 1.29 A25-54 rating, +0.18 points ahead of GMA and +0.51 points more than CBS

TODAY averaged 1.184 million A18-49 viewers, +244,000 (+26%) more than GMA and +518,000 (+78%) higher than CBS

This was TODAY’s best A18-49 average in seven weeks. Week-over-week, TODAY saw the biggest A18-49 gain among the morning shows (+5%, or +61,000).
TODAY topped GMA by its widest A18-49 margin in over seven months (since the week of 3/13/2017).
TODAY widened its A18-49 lead over GMA both week-over-week (by 36%) and versus the same week last season (by 21%)
TODAY’s 0.92 A18-49 rating led GMA by +0.19 points and CBS by +0.40 points

TODAY averaged 4.184 million total viewers, leading CBS This Morning by +669,000 (+19%)

TODAY posted its highest total viewership and closest margin to GMA (just -22,000) in eight weeks (week of 9/4/2017)
TODAY’s total viewer gap vs. GMA was 89% closer than prior week and 88% narrower compared to the same week last season

TODAY finished #1 across-the-board on Halloween Tuesday

Posted its biggest single-day margins over GMA in total viewers since 9/8/2017, among A25-54 viewers since 9/18/2017, and among A18-49 viewers since 10/9/2017

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

Leads GMA by +114,000 and CBS by +556,000 (both lower than YAGO)

TODAY ranks #1 among A18-49 viewers

Leads GMA by +171,000 and CBS by +454,000 (both lower than YAGO)

TODAY ranks #2 among total viewers

Trails GMA by -131,000, 18% narrower than YAGO (-159,000); best STD P2+ margin vs. GMA since 2011

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