TODAY Tops GMA in Total Viewers Last Tuesday and Friday

TODAY Narrows Total Viewer Gap with GMA by 29%

TODAY Wins Week in Key Demo, Marks 302 out of 306 Weeks in 1st Place

NEW YORK – July 13, 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 302 out of the last 306 weeks in first place. For six years in a row, TODAY has been number-one in the key demo at this point in the season.

TODAY also won outright in total viewers last Tuesday and Friday. Week over week, TODAY posted gains in total viewers and narrowed the total viewer gap with GMA by 29%.  

TODAY Digital reached 13.3 million unique visitors last week, growing week over and week. This marks Digital’s strongest week since mid-May. 

TODAY HIGHLIGHTS:

TODAY averaged 805,000 A25-54 viewers, leading GMA by +43,000 (+6%) and CBS This Morning by +307,000 (+62%)

• TODAY has been the #1 ranked morning show in A25-54 for 302 of the last 306 weeks

TODAY averaged 564,000 A18-49 viewers, leading GMA by +56,000 (+11%) and CBS by +203,000 (+56%)

TODAY averaged 3.141 million total viewers, +570,000 (+22%) higher than CBS This Morning 

• TODAY was the #1 morning show on Tuesday and Friday
• Week-over-week, TODAY added 3,000 total viewers and narrowed the gap vs. GMA by 29% (-85,000 vs. -119,000 prior week)

TODAY Digital reached 13.3 million unique visitors last week, growing week over and week. 

• Last week, TODAY reached 13.3M unique visitors (9 % WoW), its fourth straight week of audience growth and its strongest week since mid-May
• The brand also drove 28M total video starts across on and off network platforms
• TODAY’s Gwen Stefani and Blake Shelton are married: Get an inside look at the wedding is one of the brand’s top three videos of the year with more than 1M video views on-net
• TODAY newsletters had their 2nd strongest week this year, driving 263K visits (31 % vs. its prior 13-week average)

2020-21 SEASON-TO-DATE (9/21/2020-7/11/2021)

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