TODAY Wins 275 out of 277 Weeks in A25-54

TODAY Tops GMA in Total Viewers Last Wednesday 

TODAY Grows in Key Demo and Total Viewers Week Over Week


TODAY averaged 923,000 A25-54 viewers, leading GMA by +72,000 (+8%) and CBS This Morning by +349,000 (+61%)

  • TODAY has now ranked #1 in the key demo for 86 consecutive weeks and 275 of the last 277 weeks
  • Week-over-week, TODAY posted the biggest increase in A25-54 viewership (+31,000) and widened its leads over both GMA (up 50%) and CBS (23% higher)

TODAY averaged 658,000 A18-49 viewers, topping GMA by +96,000 (+17%) and CBS by +231,000 (+54%)

  • TODAY was the only morning news program to increase in A18-49 viewers week-over-week (+23,000).  TODAY also improved its advantages over the competition: 75% higher vs. GMA and 21% higher vs. CBS

TODAY averaged 3.167 million total viewers, +434,000 (+16%) higher than CBS This Morning 

  • TODAY was the top-rated morning show on Wednesday, leading GMA by +26,000 total viewers
  • Week-over-week, TODAY increased its total viewership by +54,000 (+2%) 

TODAY Digital saw more than 17.7 million unique visitors and nearly 36 million video starts across network platforms last week. 

  • TODAY continues to overperform, reaching its second largest audience this year with 17.7M unique visitors (+6% WoW, +19% YoY)
    • The brand had four articles that saw more than 1M on-net page views, led by Brutally honest adoption ad for ‘demonic Chihuahua’ goes viral (1.9M PVs) &Pregnant HGTV star Erin Napier shares photo of her ‘weird’ baby bump (1.9M PVs)
  • TODAY also drove 36M total video starts across on and off network platforms, up +6% versus the prior week
  • TODAY All Day had one of its top five strongest weeks this year, reaching 70K hours viewed and 569K video starts

2020-21 SEASON-TO-DATE (9/21/2020-4/18/2021)

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

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