TODAY IS #1 IN KEY DEMO FOR 88 STRAIGHT WEEKS

TODAY Wins 277 out of 279 Weeks in A25-54

TODAY Tops GMA in Total Viewers Last Thursday

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

NEW YORK – May 4, 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 88 straight weeks (277 out of 279 weeks) in first place. TODAY also won in total viewers Thursday. Versus the same week last year, TODAY closed the viewer gap with GMA by 55% and more than doubled its lead over GMA in the key demo. Additionally, TODAY Digital reached 12.6 million unique visitors and 26 million total video views last week.

TODAY HIGHLIGHTS:

TODAY averaged 921,000 A25-54 viewers, outperforming GMA by +69,000 (+8%) and CBS This Morning by +321,000 (+54%)

TODAY has now ranked #1 in the key demo for 88 consecutive weeks and 277 of the last 279 weeks
TODAY more than doubled its demo lead over GMA versus the same week last season, up 188% (+69,000 vs. +24,000 last year)

TODAY averaged 676,000 A18-49 viewers, topping GMA by +117,000 (+21%) and CBS by +246,000 (+57%)

Compared to the same week last season, TODAY more than doubled its A18-49 lead over GMA (+117,000 vs. +57,000 prior year, up 105%)

TODAY averaged 3.194 million total viewers, +417,000 (+15%) higher than CBS This Morning

TODAY was the top-rated morning show in total viewers on Thursday
TODAY has trailed GMA by under 100,000 total viewers in six of the last seven weeks
TODAY’s total viewer gap vs. GMA improved by 55% versus the same week last season (-97,000 vs. -216,000 prior year)

TODAY Digital reached 12.6M unique visitors and 26M total video views

TODAY All Day saw 61K hours viewed and 541 video views
April was TODAY’s third best month on record with 55M unique visitors and its sixth-straight month with more than 50M UVs

2020-21 SEASON-TO-DATE (9/21/2020-5/2/2021)

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