TODAY Tops GMA in Total Viewers Wednesday
TODAY Wins 327 out of 334 Weeks in A25-54
TODAY Widens Demo Lead Over GMA Versus Prior Year
TODAY Grows Across the Board Week Over Week
NEW YORK – January 25, 2022 – 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 327 out of the last 334 weeks in first place. TODAY also won outright last Wednesday.
TODAY grew across the board in total viewers, A25-54 and A18-49 last week, marking an 8-week high in both A25-54 and A18-49. Versus the prior year, TODAY widened its demo lead over GMA by a whopping 93% and cut the total viewer gap by nearly half.
Season to date, 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 three years and its A18-49 percentage lead is its largest in four years, at this point in the season.
TODAY Digital reached 15.2 million unique visitors last week.
TODAY HIGHLIGHTS:
TODAY averaged 965,000 A25-54 viewers, leading GMA by +77,000 (+9%) and CBS Mornings by +401,000 (+71%)
- TODAY has ranked #1 in among A25-54 viewers for 327 of the last 334 weeks
- This was TODAY’s biggest A25-54 delivery in eight weeks (since the week of 11/22/2021)
- TODAY’s demo lead over GMA increased by 93% versus the same week last season (+77,000 vs. +40,000 prior year) while its lead over CBS increased by 11% (+401,000 vs. +361,000 prior year).
- Week-over-week, TODAY increased its A25-54 audience by +44,000 (+5%) and widened its demo lead over CBS by 12% (+401,000 vs. .+357,000 prior week).
TODAY averaged 684,000 A18-49 viewers, leading GMA by +81,000 (+13%) and CBS by +267,000 (+64%)
- TODAY’s A18-49 viewership hit an eight-week high (best since the week of 11/22/2021)
- Versus the same week last season, TODAY more than doubled its A18-49 advantage over GMA (+81,000 vs. +30,000 prior year) and increased its lead over CBS by 10% (+267,000 vs. +242,000 prior year).
- TODAY’s A18-49 audience increased by +30,000 (+5%) while its lead over CBS improved by 10% (+267,000 vs. +242,000 prior week).
TODAY averaged 3.331 million total viewers, +780,000 (+31%) more than CBS
- TODAY was the #1 morning show on Wednesday, beating GMA by +36,000 total viewers
- Compared to the same week last season, TODAY reduced the total viewer gap vs. GMA by 48% (-105,000 vs. -201,000 prior year) and increased its lead over CBS by 54% (+780,000 vs. +505,000 prior year).
- TODAY’s total viewership increased by +3,000 (+0.1%) week-over-week.
TODAY reached 15.2M unique visitors last week
- TODAY also delivered 34M video views across on and off network platforms
- TODAY All Day saw 261K hours viewed, one of its top 3 weeks on record
- TODAY podcasts drove 296K downloads
- TODAY newsletters garnered 263K visits (27% vs.13-week average)
- These newsletters had an average click-thru rate of 8% and an open rate of 53%
2021-22 SEASON-TO-DATE (9/20/2021-1/23/2022)
TODAY has ranked #1 in A25-54 at this point of the season for seven consecutive years and #1 in A18-49 for nine years in a row
- On a percentage basis, TODAY’s A25-54 lead over GMA (10.7%) is at its highest level in three seasons
- On a percentage basis, TODAY’s A18-49 lead over GMA (18.7%) is at its highest level in four seasons
