TODAY IS #1 IN KEY DEMO

TODAY Wins 301 out of 305 Weeks in A25-54

TODAY Grows Key Demo Lead Week Over Week and Year Over Year 

TODAY Tops GMA in Total Viewers Last Wednesday

NEW YORK – July 7, 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 301 out of the last 305 weeks in first place. TODAY also won in total viewers Wednesday. TODAY demo, growing its demo lead over GMA versus both the prior week and year. For six years in a row, TODAY has been the winner in the key demo at this point in the season.

TODAY Digital reached 12.2 million unique visitors and 31 million total video views last week, both growing versus the prior week.  

TODAY HIGHLIGHTS:

TODAY averaged 837,000 A25-54 viewers, leading GMA by +73,000 (+10%) and CBS This Morning by +341,000 (+69%)

  • TODAY has been the #1 ranked morning show in A25-54 for 301 of the last 305 weeks
  • This was TODAY’s best A25-54 advantage over GMA since the week of 5/3/2021, an eight-week high
  • Compared to the same week last season, TODAY’s demo lead over GMA increased by 30% (+73,000 vs. +56,000 prior year).
  • TODAY’s A25-54 advantage over GMA improved by 30% week-over-week.  

TODAY averaged 589,000 A18-49 viewers, leading GMA by +59,000 (+11%) and CBS by +243,000 (+70%)

  • Week-over-week, TODAY more than doubled its A18-49 lead over GMA (+59,000 vs. +21,000 prior week).

TODAY averaged 3.138 million total viewers, +569,000 (+22%) higher than CBS This Morning 

  • TODAY was the #1 morning show on Wednesday

TODAY Digital reached 12.2 million unique visitors and 31 million total video views last week, both growing versus the prior week.  

  • Last week, TODAY reached 12.2M unique visitors (5 % WoW, 6 % YoY), its strongest week since late May 
  • The brand also drove 31M total video starts (4 % WoW) across on and off network platforms
  • TODAY’s exclusive interview with Sha’Carri Richardson is one of TODAY’s five most-watched clips on net this year (820K views)
  • TODAY All Day saw 107K hours viewed and 1.0M starts (2 % WoW) last week, its 2nd best week on record thanks in part to additional distribution sources
  • TODAY newsletters drove 218K visits, +9% greater than its prior 13-week average
  • It was the strongest week ever for TODAY podcasts thanks to the launch of the TODAY and TODAY with Hoda & Jenna podcasts (265K weekly downloads) 
    • The TODAY and TODAY with Hoda & Jenna podcasts have reached close to 100K downloads since their launch in late June (93K downloads) 

2020-21 SEASON-TO-DATE (9/21/2020-7/4/2021)

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

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