TODAY IS #1 IN KEY DEMO

TODAY Wins 336 out of 344 Weeks in A25-54

TODAY More Than Doubles Demo Lead Over GMA Versus Prior Week 

TODAY Grows Across the Board Week Over Week

NEW YORK – April 5, 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 336 out of the last 344 weeks in first place. 

Last week, TODAY grew across the board and more than doubled its demo lead over GMA. At this point in the season, TODAY has been the winner in the key demo for seven years straight and in A18-49 for nine years straight.  

Last week TODAY Digital reached 14.4 million unique visitors, its largest audience since mid-January. 

TODAY HIGHLIGHTS:

TODAY averaged 856,000 A25-54 viewers, outperforming ABC by +66,000 (+8%) and leading CBS by +301,000 (+54%)

  • TODAY has beaten ABC for 13 consecutive weeks (since 1/3/2022) and 337 of the last 344 weeks while ranking ahead of CBS for 1,546 straight weeks (since 8/10/1992)
  • TODAY’s advantage over ABC is the largest seen in 6 weeks (since 2/14/22)
  • Week-over-week, TODAY increased its demo audience by +39,000 (+5%) and more than doubled its lead over GMA (+66,000 vs. +23,000 prior week). 

TODAY averaged 606,000 A18-49 viewers, beating ABC by +75,000 (+14%) and leading CBS by +212,000 (+54%)

  • TODAY has beaten ABC for 4 consecutive weeks (since 3/7/2022) and ranked ahead of CBS for 1,546 straight weeks (since 8/10/1992)
  • A18-49 viewership for TODAY reached a five-week high (best since 2/21/22) while its advantage over ABC is the largest seen in six weeks (since 2/14/22)
  • Versus prior week, TODAY added +10,000 A18-49 viewers (+2%) while improving its A18-49 advantage vs. ABC by 63% (+75,000 vs. +46,000 prior week).

TODAY averaged 3.052 million total viewers, leading CBS by +524,000 (+21%)

  • TODAY has beaten CBS for 1,546 consecutive weeks (since 8/10/1992)
  • Week-over-week, TODAY’s total viewership increased by +173,000 (+6%) and its lead over CBS grew 17% (+524,000 vs. +446,000 prior week)

Last week TODAY Digital reached 14.4 million unique visitors, its largest audience since mid-January. 

  • The brand drove 35M video views across on and off net platforms
  • TODAY All Day delivered 293K hours, slightly below its recent performance 
  • TODAY podcasts reached 363K downloads, its 2nd strongest week this year (4% Wo)W

2021-22 SEASON-TO-DATE (9/20/2021-4/3/2022)

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 (and 29 of the last 30 years)

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