TODAY Tops GMA in Key Demo for the Month and Week

TODAY Widens Demo Lead Vs. GMA Month Over Month

NEW YORK – January 29, 2019 – NBC News’ TODAY was the number-one morning show for the month of January, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the key demo for 41 straight months (161 consecutive weeks), its best streak in over six years. Month over month, TODAY widened its demo lead versus GMA by 23%.

Last week, TODAY won in the key A25-54 and A18-49 demos. Week over week, TODAY grew across the board and posted its best total viewer delivery in seven weeks, narrowing the total viewer gap by 21%.


JANUARY 2019 (Monthly)

TODAY won its 41st consecutive month among A25-54 viewers and 42nd of the last 43 months

  • TODAY averaged 1.432 million A25-54 viewers, outperforming GMA by +163,000 (+13%) and CBS This Morning by +597,000 (+71%)
  • Month-over-month, TODAY’s demo lead over GMA rose 23% while its advantage over CBS increased by 7%

TODAY ranked #1 among A18-49 viewers for the 46th straight month and 47th of the last 48 months

  • TODAY averaged 1.008 million A18-49 viewers, +82,000 (+9%) more than GMA and +411,000 (+69%) ahead of CBS
  • Versus prior month, TODAY increased its A18-49 lead over GMA by 26% and over CBS by 7%

Among total viewers, TODAY averaged 4.095 million total viewers leading CBS by +934,000 (+30%)

  • Compared to January 2018, TODAY’s total viewer advantage over CBS grew by 31%

WEEK OF 1/21/2019-1/27/2019

Program P25-54Rtg P25-54Imps P18-49Rtg P18-49Imps P2+Imps
TODAY 1.21 1,464 0.80 1,033 4,209
CBS THIS MORNING 0.74 890 0.50 647 3,278
GOOD MORNING AMERICA 1.10 1,322 0.75 971 4,313

TODAY averaged 1.464 million A25-54 viewers, leading GMA by +142,000 (+11%) and CBS This Morning by +574,000 (+65%)

  • TODAY has now ranked #1 among A25-54 viewers for 161 consecutive weeks (best streak in over six years) and 177 of the last 178 weeks
  • Week-over-week, TODAY added +14,000 A25-54 viewers and increased its lead over GMA by 13%

TODAY averaged 1.033 million A18-49 viewers, +62,000 (+6%) ahead of GMA and +386,000 (+60%) higher than CBS

  • TODAY’s A18-49 viewership was up +2% (+25,000) versus prior week while also doubling its lead over GMA (+62,000 vs. +31,000 prior week)

TODAY averaged 4.209 million total viewers leading CBS This Morning by +931,000 (+28%)

  • TODAY added the most viewers vs. prior week (+64,000, or +2%), hitting its highest delivery in seven weeks (since the week of 12/3/2018)
  • Week-over-week, TODAY narrowed the total viewer gap vs. GMA by 21% while increasing its lead over CBS by 3%
  • Compared to the same week last season, TODAY improved its total viewer advantage over CBS by 30% (+931,000 vs. +716,000 last year)

SEASON-TO-DATE (9/24/2018-1/27/2018)

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 32% vs. the same period last season (+959,000 vs. +727,000 last season)
Share on FacebookTweet about this on TwitterShare on Google+Share on LinkedInEmail this to someone