TODAY IS #1 KEY DEMO

TODAY Wins 145 Straight Weeks in A25-54

TODAY’s Demo Lead Over GMA is a Whopping 6X Higher Vs. a Year Ago

NEW YORK – October 9, 2018 – NBC News’ TODAY was once again the number-one morning show last week in the key A25-54 demo. This marks 145 consecutive weeks in the top spot, its best streak in over six years. Additionally, versus the same week last year, the show has improved its demo lead vs. “Good Morning America” by a giant 538% and also narrowed the total viewer gap by 30%.

TODAY HIGHLIGHTS:

Program	P25-54Rtg	P25-54Imps	P18-49Rtg	P18-49Imps	P2+Imps
TODAY	1.13	1,360	0.75	968	3,856
CBS THIS MORNING	0.63	755	0.44	569	2,988
GOOD MORNING AMERICA	1.00	1,207	0.69	893	4,082

TODAY averaged 1.360 million A25-54 viewers, leading GMA by +153,000 (+13%) and CBS This Morning by +605,000 (+80%)

TODAY has now ranked #1 among A25-54 viewers for 145 consecutive weeks (best streak in six years) and 161 of the last 162 weeks
TODAY has topped GMA by at least 150,000 A25-54 viewers in each of the last eight weeks
Compared to the same week last season, TODAY’s demo lead versus GMA was over 6X higher while its advantage over CBS grew 19%
TODAY won all five mornings among A25-54 viewers

TODAY averaged 968,000 A18-49 viewers, +75,000 (+8%) ahead of GMA and +399,000 (+70%) higher than CBS

Week-over-week, TODAY added +22,000 A18-49 viewers (+2%)

TODAY averaged 3.856 million total viewers, leading CBS This Morning by +868,000 (+29%)

Week-over-week, TODAY’s total viewership increased by +39,000 (+1%), its best mark in three weeks
Compared to the same week last season, TODAY narrowed the total viewer gap vs. GMA by 30% and more than doubled its lead over CBS (up 112%)

SEASON-TO-DATE (9/24/2018-10/7/2018)

TODAY ranks #1 among A25-54 and A18-49