‘TODAY’ Tops GMA in A25-54 and A18-49; Posts Best Demo Advantages Over GMA in Three Months

‘TODAY’ is Only Program to Grow Month-over-Month in Total Viewers

‘TODAY’ Wins Three Mornings Across the Board Last Week

NEW YORK – May 30, 2018 – NBC News’ TODAY was the number-one morning show for the month of May, topping ABC’s “Good Morning America” in the key A25-54 and A18-49 demos.  TODAY has posted its best advantages over GMA in three months across the demos, winning A25-54 for 33 straight months and A18-49 for 38 consecutive months.  TODAY is also the only program to increase its total viewership month-over-month.

TODAY was also the number-one morning show across the board for three days last week, topping GMA in total viewers, A25-54 and A18-49. TODAY posted its best A25-54 and A18-49 demo streaks in nearly six years. TODAY also narrowed the gap in total viewers vs. GMA by 63% year-over-year.

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MAY 2018 (MONTHLY)

TODAY won its 33rd consecutive month among A25-54 viewers

Additional streak info: 34th win of last 35 months

• TODAY averaged 1.388 million A25-54 viewers, outperforming GMA by +155,000 (+13%) and CBS by +533,000 (+62%)
• TODAY’s demo advantages over GMA and CBS hit three-month highs

TODAY won its 38th consecutive month among A18-49 viewers

Additional streak info: 40th win of the last 42 months

• TODAY averaged 1.014 million A18-49 viewers, +109,000 (+12%) ahead of GMA and +390,000 (+62%) over CBS
• TODAY had its highest A18-49 advantages over GMA and CBS in three months

Among total viewers, TODAY averaged 4.058 million, leading CBS by +806,000 (+25%)

• TODAY was the only morning news program to increase its viewership month-over-month, up +49,000 (+1%)
• Versus GMA, TODAY closed the total viewer gap by 60% compared to both prior month (April 2018) and prior year (May 2017)
• TODAY posted higher advantages over CBS versus prior month (up +22%) and prior year (52% higher)

WEEK OF MAY 21-27, 2018

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.98	13	4,074	0.77	987	1.14	1,371
CBS THIS MORNING	2.35	10	3,206	0.47	603	0.70	845
GOOD MORNING AMERICA	3.05	13	4,159	0.67	869	1.00	1,207

TODAY averaged 1.371 million A25-54 viewers, leading GMA by +164,000 (+14%) and CBS This Morning by +526,000 (+62%)

• TODAY has now ranked #1 among A25-54 viewers for 126 consecutive weeks (best streak in almost six years) and 142 of the last 143 weeks
• TODAY delivered a 1.14 A25-54 rating, +0.14 points ahead of GMA and +0.44 points more than CBS
• TODAY won all five mornings among A25-54 viewers
• TODAY topped GMA by at least 100,000 demo viewers for the fifth consecutive week

TODAY averaged 987,000 A18-49 viewers, +118,000 (+14%) ahead of GMA and +384,000 (+64%) higher than CBS

• Among A18-49 viewers, TODAY has now posted 146 consecutive weekly wins and has finished #1 in 152 of the last 154 weeks and 163 of the last 167 weeks
• TODAY’s 0.77 A18-49 rating led GMA by +0.10 points and CBS by +0.30 points
• TODAY won all five morning among A18-49 viewers

TODAY averaged 4.074 million total viewers, leading CBS This Morning by +868,000

• TODAY ranked #1 in total viewers on three out of five mornings
• TODAY posted its largest advantage over CBS in 13 weeks, since Week #2 of the Pyeongchang Olympics (week of 2/19/2018)
• TODAY was the only morning news program to see an increase of total viewers over its 2Q-to-date average (up +1%, or +46,000)
• Compared to the same week last season, TODAY reduced the gap with GMA by 63% while widening its own lead over CBS by 64%

SEASON-TO-DATE

TODAY ranks #1 among A25-54 viewers

• Leads GMA by +165,000 and CBS by +579,000

TODAY ranks #1 among A18-49 viewers

• Leads GMA by +165,000 and CBS by +439,000

TODAY Leads CBS by +749,000 total viewers

For more information contact:

Elizabeth Kushel
NBC News
o: (212) 664-1892
c: (917) 943-8076
e: elizabeth.kushel@nbcuni.com