TODAY Wins 158 Weeks in Key Demo, Best Streak in 6 Years

TODAY Posts Largest Total Viewer Gains and Adds More Key Demo Viewers than GMA and CBS Combined Week to Week

NEW YORK – January 8, 2018 – TODAY was the number-one morning show last week topping “Good Morning America” in the key demo A25-54 for 158 consecutive weeks. The win marks TODAY’s best demo streak in more than six years.  Week over week, TODAY added more key demo viewers than CBS and GMA combined and  added a whopping 185,000 in total viewers, the biggest gain among the morning news shows.  TODAY also widened its demo advantages over the competition versus the prior week.

TODAY was retitled Monday and Tuesday for the New Year’s holiday.


Program P25-54
TODAY 1.08 1,297 0.71 919 3,764
CBS THIS MORNING 0.63 757 0.40 518 3,035
GOOD MORNING AMERICA 0.98 1,180 0.66 854 3,913

TODAY averaged 1.297 million A25-54 viewers, leading GMA by +117,000 (+10%) and CBS This Morning by +540,000 (+71%)

  • TODAY has now ranked #1 among A25-54 viewers for 158 consecutive weeks (best streak in over six years) and 174 of the last 175 weeks
  • Week-over-week, TODAY added more demo viewers (+158,000, or +14%) than GMA and CBS combined, and widened its advantage:  11 times higher vs. GMA and 29% higher vs. CBS

TODAY averaged 919,000 A18-49 viewers, +65,000 (+8%) ahead of GMA and +401,000 (+77%) higher than CBS

  • TODAY’s A18-49 advantage over CBS hit a three- week high (since week of 12/10/2018)
  • TODAY posted the biggest A18-49 increase (+139,000, or +18%) compared to prior week and increased its lead over CBS by 28% (+401,000 vs. +313,000 prior week)

TODAY averaged 3.764 million total viewers leading CBS This Morning by +729,000 (+24%)

  • TODAY increased its total viewership by +185,000 (+18%) week-over-week, the biggest gain among the network morning news shows

SEASON-TO-DATE (9/24/2018-12/23/2018)

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

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 31% vs. the same period last season (+954,000 vs. +728,000 last season)
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