TODAY Is #1 in A25-54 for 16 Straight Sweeps; Best Streak in 6 Years

TODAY Posts Closest May Sweep Total Viewer Margin Vs. GMA In 7 Years

TODAY Narrows Total Viewer Gap with GMA By 66% Vs. Year Ago

NEW YORK – May 24, 2019 – NBC News’ TODAY was the number-one morning show for the May 2019 sweep, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the key demo for 16 consecutive sweeps, its best streak in six years. TODAY also posted its closest total viewer margin versus GMA in a May sweep in seven years.  Additionally, TODAY narrowed the total viewer gap with GMA by a giant 66% compared to the May 2018 sweep.

TODAY HIGHLIGHTS:

Program	P25-54 Rtg	P25-54 Imps	P18-49 Rtg	P18-49 Imps	P2+ Imps
TODAY	1.06	1,277	0.72	924	3,976
CBS THIS MORNING	0.63	765	0.41	529	3,074
GOOD MORNING AMERICA	0.96	1,162	0.61	791	4,009

TODAY ranked #1 in A25-54 for the 16th consecutive sweep

• TODAY averaged 1.277 million A25-54 viewers, outperforming GMA by +115,000 (+10%) and CBS This Morning by +512,000 (+67%)

TODAY has won 18 consecutive sweeps among A18-49 viewers

• TODAY averaged 924,000 A25-54 viewers, +133,000 (+17%) higher than GMA and +395,000 (+75%) more than CBS
• Vs. prior sweep, TODAY improved its A18-49 lead over GMA by 3% and CBS by 4%. 
• Vs. the May 2018 sweep, TODAY grew its A18-49 lead over GMA by 29%. 

TODAY averaged 3.976 million total viewers leading CBS by +902,000 (+29%)

• TODAY pulled to its closest total viewer margin against GMA in a May sweep in seven years and posted its widest lead over CBS in four years
• VS. prior sweep, TODAY closed the total viewer gap with GMA by 45% and improved its lead over CBS by 8%. 
• Vs. the May 2018 sweep, TODAY narrowed the total viewer gap with GMA by 66% and posted a 14% higher lead over CBS.