More Than Doubles A25-54 Lead Over GMA Year-Over-Year

#1 in All-Important Demo for 251 of Past 253 Weeks 

Delivers Best Performance in All-Important Demo in 5 Months

NEW YORK – Nov. 3, 2020 – For 62 straight weeks, NBC News’ TODAY topped ABC’s “Good Morning America” (GMA) in the all-important key demo. Year-over-year, TODAY doubled its lead in A25-54 over GMA, and won the demo the past 251 out of 253 weeks. Last week, TODAY also posted its best performance in five months in the demo most-coveted by news advertisers. 



TODAY averaged 1.035 million A25-54 viewers, leading GMA by +146,000 (+16%) and CBS This Morning by +401,000 (+63%)

  • TODAY has now ranked #1 in A25-54 for 62 consecutive weeks (includes one tie) and 251 of the last 253 weeks
  • This represents TODAY highest A25-54 delivery since the week of 6/8/2020 (20 weeks) and widest demo advantage over GMA since the week of 5/18/2020 (23 weeks)
  • Compared to the same week last season, TODAY more than doubled its demo lead over GMA (+146,000 vs. +72,000 last year, a 103% increase)
  • Week-over-week, TODAY’s A25-54 viewership increased by +9,000 (+1%) while its advantage over GMA more than doubled (+146,000 vs. +71,000 prior week, a 103% gain)

TODAY averaged 741,000 A18-49 viewers, outperforming GMA by +156,000 (+27%) and CBS by +316,000 (+74%)

  • TODAY has ranked #1 in A18-49 for 58 consecutive weeks and 120 of the last 122 weeks
  • TODAY posted its best A18-49 delivery in five weeks and had its biggest lead over GMA in 23 weeks (since week of 5/18/2020)
  • Versus the same week last season, TODAY’s increased its A18-49 advantage over GMA by 63% (+156,000 vs. +96,000 prior year)
  • TODAY added +5,000 A18-49 viewers week-over-week and improved its advantage over GMA by 10% (+156,000 vs. +142,000 prior week)

TODAY averaged 3.263 million total viewers, leading CBS This Morning by +588,000 (+24%)

  • This was TODAY’s closest gap vs. GMA in nine weeks (since week of 8/24/2020)
  • Week-over-week, TODAY added +18,000 to its total viewership and cut GMA’s lead by 43%

2020-21 SEASON TO-DATE (9/21/2020-11/01/2020)

TODAY ranks #1 among both A25-54 and A18-49 viewers season-to-date

TODAY’s A25-54 demo margin over GMA (+79,000) is 4% better than prior year

TODAY’s A18-49 lead over GMA (+116,000) is 26% higher than prior year and its best competitive start in three seasons

Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.

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