TODAY Tops GMA in Total Viewers for the 10th Week This Season

TODAY Wins 171 Straight Weeks in Key Demo

TODAY Is Only Program To Grow in Total Viewers Vs. Last Year

NEW YORK – April 9, 2019 – TODAY was the number-one morning show outright last week topping “Good Morning America” in total viewers for the tenth time this season.  TODAY also won the key demo A25-54 for the week marking 171 straight weeks in the top spot, its best streak in over six years. Additionally, TODAY is the only program to grow in total viewers year over year.

TODAY HIGHLIGHTS:

Program	P25-54Rtg	P25-54Imps	P18-49Rtg	P18-49Imps	P2+Imps
TODAY	1.11	1,338	0.75	967	3,970
CBS THIS MORNING	0.67	813	0.45	583	3,087
GOOD MORNING AMERICA	0.93	1,127	0.61	791	3,923

TODAY averaged 3.970 million total viewers, leading GMA by +47,000 (+1%) and topping CBS This Morning by +883,000 (+29%)

• This was TODAY’s first total viewer win in seven weeks and 10th win overall this season
• TODAY posted its highest total audience and best margin over CBS in four weeks.  This was also TODAY’s biggest total viewer win over GMA since the week of 1/7/2019 (in 12 weeks)
• Vs. prior year, TODAY reversed a loss to GMA (a 177,000 viewer turnaround) and increased its lead over CBS by +42%
• Vs. prior week, TODAY reversed a loss to GMA (83,000 viewer turnaround) while its lead over CBS widened by +17%
• TODAY was the only program to see year-over-year growth in viewership, +1% (+48,000) higher vs. ABC -3% and CBS -6%
• TODAY also saw the biggest total viewer increase week-over-week, up +4% (+147,000) vs. GMA+2% and CBS +1%

TODAY averaged 1.338 million A25-54 viewers, leading GMA by +211,000 (+19%) and CBS This Morning by +525,000 (+65%)

• TODAY has now ranked #1 among A25-54 viewers for 171 consecutive weeks (best streak in over six years) and 187 of the last 188 weeks
• Vs. prior year, TODAY lead over GMA tripled and over CBS improved +8%
• Vs. prior week, TODAY lead over GMA improved +31% and over CBS by +5%
• Week-over-week, TODAY added the most A25-54 viewers, up +3% (+45,000) vs. GMA down -5,000 (flat) and CBS +3% (+21,000)

TODAY averaged 967,000 A18-49 viewers, +176,000 (+22%) ahead of GMA and +384,000 (+66%) higher than CBS

• Vs. prior year, TODAY’s lead over GMA quadrupled and over CBS improved +10%
• Vs. prior week, TODAY lead over GMA improved +47% and CBS increased +7%
• Week-over-week, TODAY saw the biggest increase in A18-49 viewership (+5%, or +42,000) vs. GMA down -2% and CBS up +3%

SEASON-TO-DATE (9/24/2018-4/7/2019)

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

o   TODAY’s total viewer advantage over CBS is up 21% vs. the same period last season (+911,000 vs. +752,000 last season)

For more information contact:

Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205 ? �[�