‘TODAY’ #1 in A25-54 for 12 Consecutive Sweeps; #1 in A18-49 for 14 Straight Sweeps

‘TODAY’ Posts Best May Sweep Margin Vs. GMA in Total Viewers; Narrows Gap by 63%

NEW YORK – May 25, 2018 – NBC News’ TODAY won all the key demos for the May sweep period, topping ABC’s “Good Morning America” in both A25-54 and A18-49.  TODAY has been number-one in the key A25-54 news demo for 12 consecutive sweeps, and number-one in A18-49 for 14 straight sweeps, outperforming GMA by 12% and 11%, respectively.  Among total viewers, TODAY has closed the gap with GMA by 49% vs. May ’17, posting its best May sweep margin vs. GMA in six years.

TODAY HIGHLIGHTS:

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.94	12	4,059	0.79	1,017	1.15	1,391
CBS THIS MORNING	2.39	10	3,272	0.49	631	0.72	865
GMA	3.04	13	4,158	0.71	914	1.03	1,243

A25-54: TODAY won its 12th consecutive sweep

• TODAY averaged 1.391 million A25-54 viewers, outperforming GMA by +148,000 (+12%) and CBS This Morning by +526,000 (+61%)

A18-49: TODAY won its 14th consecutive sweep and 93 of the last 96 sweeps

• TODAY averaged 1.017 million A18-49 viewers, +103,000 (+11%) higher than GMA and +386,000 (+61%) more  than CBS

P2+: TODAY averaged 4.059 million total viewers, leading CBS by +787,000 (+24%), -2% from GMA

• TODAY’s total viewer gap vs. GMA was 49% closer than May’17.  This was TODAY’s best May sweep margin vs. GMA in six years.
• TODAYs total viewer advantage over CBS was 44% higher than during May’17

Dana Klinghoffer
NBC News
212.664.4088
dana.klinghoffer@nbcuni.com