TODAY Tops GMA in A25-54, Its Best Demo Lead in 10 Weeks

TODAY Posts Closest Total Viewer Gap with GMA in More Than 4 Months

TODAY Is the Only Morning Program To Post Gains Across the Board, Week Over Week

TODAY Is #1 in Key Demo Season to Date for 7th Straight Year

NEW YORK – July 6, 2022 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54, its best advantage in 10 weeks. TODAY also posted its narrowest total viewer gap with GMA in 18 weeks, and was the only morning program to grow in all ratings categories versus the prior week.  

Season to date, TODAY is the top-rated morning show in the key demo for seven years straight, and number-one in A18-49 for nine years straight. Additionally, GMA fell to all-time lows in both demos and hit its lowest total viewer delivery in almost 24 years (since August 1998).

Last week TODAY Digital reached 12.7 million unique visitors, growing both week over week and year over year. 

TODAY HIGHLIGHTS:

KEY POINTS:

• TODAY reclaimed the #1 spots in both A25-54 and A18-49
  • Vs. GMA, TODAY had its best demo advantage in 10 weeks, biggest A18-49 lead in 7 weeks, and narrowest total viewer gap in 18 weeks
  • Vs. CBS, TODAY posted its widest A25-54/A18-49 leads in 6 weeks
• TODAY was the only morning show to see any audience lifts vs. prior week, growing across-the-board
  • GMA fell to all-time lows in A25-54 and A18-49 viewership and hit its lowest total viewer delivery in almost 34 years (August 1988)
  • CBS had its lowest demo delivery in 47 weeks (week of 8/2/2021), lowest A18-49 average ever, and lowest total viewership in nearly 10 years (September 2012)
• Season-to-date, TODAY is the #1 ranked morning show in A25-54 for 7 consecutive years and A18-49 for 9 straight years (also 29 of the last 30 years in A18-49)
  • TODAY’s total viewer lead over CBS season-to-date is 7% higher than last season.

 TODAY averaged 656,000 A25-54 viewers, leading ABC by +31,000 (+5%) and CBS by +198,000 (+43%)

• TODAY has beaten CBS for 1,559 consecutive weeks (since 8/10/1992)
• TODAY’s A25-54 advantage over ABC is the largest seen in 10 weeks (since 4/18/22) while its lead over CBS is the largest seen in 6 weeks (since 5/16/22)
• Week-over-week, TODAY was the only morning show to grow its demo audience (+31,000, or +5%) while improving its lead over CBS by 66% (+198,000 vs. +119,000 prior week).  

TODAY averaged 457,000 A18-49 viewers, topping ABC by +43,000 (+10%) and CBS by +174,000 (+61%)

• TODAY has beaten CBS for 1,559 consecutive weeks (since 8/10/1992)
• TODAY posted its biggest A18-49 lead over ABC in 7 weeks (since 5/9/22) widest lead over CBS in 6 weeks (since 5/16/22)
• Versus prior week, TODAY added +54,000 A18-49 viewers (+14%, the only morning show to post gains) and more than doubled its lead over CBS (+174,000 vs. +61,000 prior week).  

TODAY averaged 2.647 million total viewers, leading CBS by +396,000 (+18%)

• TODAY has beaten CBS for 1,559 consecutive weeks (since 8/10/1992)
• TODAY’s gap with ABC is the most narrow seen in 18 weeks (since 2/21/22)
• Week-over-week, TODAY was the only morning show to grow its total viewership (+26,000, or +1%) while increasing its advantage over CBS by 22% (+396,000 vs. +324,000 prior week). 

 2021-22 SEASON-TO-DATE (9/20/2021-7/3/2022)

TODAY has now 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)