TODAY

‘TODAY’ WINS NOVEMBER SWEEP IN TOTAL VIEWERS

TODAY Posts Its First November Sweep Victory in Total Viewers In 7 Years

TODAY is #1 in A25-54 for 14 Straight Sweeps; Best Streak in 6 Years

TODAY Wins the Week Across the Board; 5th Straight Weekly Total Viewer Win

NEW YORK – November 27, 2018 – NBC News’ TODAY was the number-one morning show for the November sweep, topping “Good Morning America” across the board and marking its first November sweep win in total viewers in seven years, since 2011.  This is TODAY’s second across-the-board sweep victory in 2018 (February and November).  TODAY has now won 14 straight sweeps in the key demo A25-54, its best streak in six years.

Additionally, TODAY was the number-one morning show outright for the week beating the competition in total viewers for five straight weeks, its best streak since January.  Versus a year ago, TODAY’s demo lead over GMA grew 52%, and it is posting its closest total viewer margin versus GMA in seven years.

TODAY was rated for two days (Monday and Tuesday) last week due to Thanksgiving holiday.

TODAY HIGHLIGHTS:

NOVEMBER SWEEP

TODAY has won its first November sweep among total viewers in seven years (since Nov 2011)

  •  TODAY averaged 4.186 million total viewers, leading GMA by +39,000 (+1%) and CBS This Morning by +1.012 million  (+32%)
  •  This is TODAY’s second across-the-board sweep victory in 2018 (Feb and Nov)
  •  TODAY added the most viewers versus the July 2018 sweep (up +633,000, or +18%)
  •  TODAY posted its biggest November sweep lead over CBS in three years
    • TODAY’s advantage vs. CBS is up versus both prior sweep and year  ago: up 42% vs. the July 2018 sweep and 80% higher than the November 2017 sweep

TODAY won its 14th consecutive sweep among A25-54 viewers

  •  TODAY averaged 1.413 million A25-54 viewers, +161,000 (+13%) higher than GMA and +576,000 (+69%) better than CBS
  •  TODAY saw the biggest gain of demo viewers vs. the July sweep (+255,000, or +22%)
  •  Versus the July 2018 sweep, TODAY more than doubled its lead over GMA (up 109%) and increased its advantage over CBS by 24%
  •  Compared to November 2017, TODAY’s A25-54 lead over GMA improved by 24% while its advantage over CBS grew by 11%

Among A18-49 viewers, TODAY won its 16th consecutive sweep, 22nd of the last 24 sweeps, and 95th of the last 98 sweeps

  •  TODAY averaged 1.008 million A18-49 viewers, leading GMA by +97,000 (+11%) and CBS by +402,000 (+66%)
  •  TODAY’s advantages over the competition were up vs. the July sweep: 83% higher vs. GMA, 31% higher vs. CBS

NOVEMBER 2018 (MONTHLY)

TODAY ranked #1 across-the-board

  •  First across-the-board win since February 2018 (includes Pyeongchang Olympics)
  •  3rd across-the-board win of 2018 (Jan, Feb, Nov).  Note: Last time TODAY won at least three months of a broadcast year was 2012.

Among A25-54 viewers, TODAY won its 39th consecutive month and 40th of the last 41 months

Among A18-49 viewers, TODAY won its 44th consecutive month

WEEK OF NOVEMBER 19-25, 2018

Program P25-54Rtg P25-54Imps P18-49Rtg P18-49Imps P2+Imps
TODAY 1.19 1,437 0.78 1,007 4,215
CBS THIS MORNING 0.71 855 0.46 597 3,280
GOOD MORNING AMERICA 1.01 1,222 0.67 858 4,179

TODAY averaged 1.437 million A25-54 viewers, leading GMA by +215,000 (+18%) and CBS This Morning by +582,000 (+68%)

  • TODAY has now ranked #1 among A25-54 viewers for 152 consecutive weeks (best streak in over six years) and 168 of the last 169 weeks
  • TODAY delivered a 1.19 A25-54 rating, +0.18 points ahead of GMA and +0.48 points more than CBS
  • TODAY’s demo lead over GMA hit a six-week high, best since the week of 10/8/2018
  • Week-over-week, TODAY increased its lead over GMA by 17% and over CBS by 3%
  • Compared to the same week last season, TODAY saw bigger advantage over both GMA (52% higher) and CBS (up 17%)

TODAY averaged 1.007 million A18-49 viewers, +149,000 (+17%) ahead of GMA and +410,000 (+69%) higher than CBS

  • TODAY delivered a 0.78 A18-49 rating, +0.11 points more than GMA and +0.32 points better than CBS
  • This was TODAY’s widest A18-49 advantage over GMA in 13 weeks (since the week of 8/20/2018)
  • Week-over-week, TODAY’s A18-49 lead over GMA was up 45% while its advantage over CBS grew 11%

TODAY averaged 4.215 million total viewers, leading GMA by +36,000 (+1%) and CBS This Morning by +935,000 (+29%)

  • TODAY ranked #1 among total viewers for the fifth consecutive week, its best streak since the beginning of 2018 (weeks of 12/11/2017, 12/18/2017, 12/25/2017, 1/1/2018, & 1/8/2018)
  • Versus the same week last season, TODAY more than doubled its total viewer lead versus CBS (up 111%)

SEASON-TO-DATE (9/24/2018-11/25/2018)

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

  • In A25-54, TODAY’s lead vs. GMA is up 47% while its lead over CBS is up 11%

TODAY is posting its biggest season-to-date total viewer lead over CBS in three years

  • TODAY’s total viewer advantage over CBS is up 64% vs. the same period last season (+968,000 vs. +590,000 last season)
  • TODAY’s total viewer gap vs. GMA is 66% closer than the same period last season (-45,000 in the first nine weeks of current season vs. -132,000 deficit last year)
    • This is TODAY’s closest total viewer margin vs. GMA in seven years
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