‘TODAY’ IS #1 IN TOTAL VIEWERS FOR 2 WEEKS STRAIGHT

TODAY Tops GMA in Total Viewers and Key Demo For the Week, Its Third Double-Week Win Since July

TODAY Posts Closest Total Viewer Gap With GMA in 3 Years, Season to Date

TODAY Grows Key Demo Lead Over GMA Year Over Year 

TODAY Digital Delivers Largest Audience Since May 

NEW YORK – December 7, 2021 – TODAY was the number-one morning show outright last week, topping “Good Morning America” in total viewers and the key demo for the second straight week. The win marks TODAY’s eighth total viewer victory this year and the third set of back-to-back wins since July. TODAY has now won 322 out of 327 weeks in A25-54. Versus the prior year, TODAY grew its key demo lead over GMA. 

Season to date, TODAY is posting its closest total viewer gap with GMA in three years. TODAY has been number-one in the key demo for seven years straight. TODAY’s A25-54 percentage lead over GMA is its largest in five years and its A18-49 percentage lead is its largest in 10 years, season to date.

TODAY Digital reached 14.7 million unique visitors last week, delivering its largest audience since May.

TODAY HIGHLIGHTS:

  • Among total viewers, this was TODAY’s eighth win of 2021 overall and its third set of back-to-back wins since July: 7/26 & 8/2 (Tokyo Olympics), 8/30 & 9/6, and 11/22 & 11/29
  • TODAY’s A25-54 lead over GMA was up 12% vs. the same week last season while its total viewer lead over CBS jumped 41%
  • Season-to-date, TODAY is the #1 ranked morning show in A25-54 and A18-49 viewers for the seventh year in a row
    • TODAY is seeing its closest total viewer gap vs. GMA in three years (47% closer than last season)

TODAY averaged 940,000 A25-54 viewers, outperforming GMA by +101,000 (+12%) and CBS Mornings by +419,000 (+80%)

  • TODAY has ranked #1 among A25-54 viewers for 322 of the last 327 weeks
  • TODAY’s demo lead over GMA grew 12% compared to the same week last season (+101,000 vs. +90,000 prior year).

TODAY averaged 686,000 A18-49 viewers, leading GMA by +118,000 (+21%) and CBS by +317,000 (+86%)

TODAY averaged 3.300 million total viewers, +45,000 (+1%) higher than GMA and +710,000 (+27%) more than CBS

  • TODAY ranked #1 in total viewers for the second week in a row
  • TODAY was the top-ranked morning show on four days last week: Monday, Tuesday, Wednesday and Friday
  • TODAY’s total viewer advantage over CBS grew by 41% compared to the same week last season (+710,000 vs. +502,000 prior year). 

TODAY Digital reached 14.7 million unique visitors last week, delivering its largest audience since May.

  • TODAY also delivered 26M video views across on and off network platforms 
  • TODAY All Day saw 208K hours viewed, its 2nd strongest week on record 
  • TODAY podcasts delivered 231K downloads
  • TODAY newsletters garnered 238K visits 
  • These newsletters had an average click-thru rate of 6% and an open rate of 32%

2021-22 SEASON-TO-DATE (9/20/2021-12/5/2021)

TODAY has ranked #1 in A25-54 and A18-49 at this point of the season for seven consecutive years

TODAY’s A25-54 advantage over GMA (+111,000) is 2% higher than last season (+109,000)

  • On a percentage basis, TODAY’s A25-54 lead over GMA (13.9%) is at its highest level in five seasons

TODAY’s A18-49 percentage advantage over GMA (23.6%) is at its highest level in 10 seasons

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