TODAY Wins 273 out of 275 Weeks in A25-54

TODAY Tops GMA in Total Viewers Last Wednesday 

TODAY Cuts the Total Viewer Gap with GMA by More Than Half Vs. Last Year 

NEW YORK – April 6, 2021 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. The win marks 84 consecutive weeks (273 out of 275 weeks) in first place. TODAY also won in total viewers Wednesday. Versus the same week last year, TODAY cut the total viewer gap with GMA by more than half and grew its demo lead by 6%.  For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season. 

Additionally, TODAY Digital saw more than 14.6 million unique visitors and nearly 30 million video starts across network platforms last week. Viewers watched the TODAY All Day streaming channel for nearly 30 minutes per visit. 

TODAY HIGHLIGHTS

TODAY averaged 923,000 A25-54 viewers, leading GMA by +103,000 (+13%) and CBS This Morning by +377,000 (+69%)

• TODAY has now ranked #1 in the key demo for 84 consecutive weeks and 273 of the last 275 weeks
• TODAY has outperformed GMA by at least 100,000 demo viewers in seven of the last eight weeks
• Compared to the same week last year, TODAY’s A25-54 lead over GMA improved by 6%

TODAY averaged 642,000 A18-49 viewers, outperforming GMA by +77,000 (+14%) and CBS by +242,000 (+61%)

TODAY averaged 3.169 million total viewers, +643,000 (+25%) more than CBS This Morning 

• TODAY was the top-rated morning show on Wednesday (+24,000 over GMA)
• Compared to the same week last season, TODAY cut GMA’s total viewer lead by more than half (-54,000 vs. -100,000 last year)
• TODAY’s total viewer lead over CBS was 2% higher than prior week

TODAY Digital saw more than 14.6 million unique visitors and nearly 30 million video starts across network platforms last week

•  TODAY All Day reached 65K hours viewed and 488K video starts with the average on-net viewer watching for nearly 30 minutes

 2020-21 SEASON-TO-DATE (9/21/2020-4/4/2021)

TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years