TODAY Tops GMA in A25-54, Its Best Demo Lead in 11 Weeks

TODAY Posts Closest Total Viewer Gap with GMA in Nearly 5 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 12, 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 11 weeks. TODAY also posted its narrowest total viewer gap with GMA in 19 weeks, and was the only morning program to grow across the board 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, 

Last week, TODAY Digital reached 12.8 million unique visitors.

TODAY HIGHLIGHTS:

KEY POINTS:

• TODAY ranked #1 in A25-54 and A18-49 for the second consecutive week
  • TODAY had multi-week viewer highs in total viewers and A25-54 (4 weeks) and A18-49 (6 weeks)
  • Vs. GMA, TODAY held its biggest A25-54 and A18-49 leads in 11 weeks and its narrowest total viewer gap in 19 weeks
  • Vs. CBS, TODAY posted it widest leads in A25-54 (8 weeks) and total viewers and  A18-49 (7 weeks)
• TODAY was the only morning show to increase its viewership across-the-board vs. prior week
  • GMA’s A25-54 delivery was unchanged from prior week, again drawing its lowest demo viewership of all-time
  • CBS posted its lowest A18-49 ever, lowest A25-54 in 48 weeks, and lowest total viewership in almost 10 years
• Vs the same week last season, TODAY increased its A18-49 leads over both GMA (9% higher) and CBS (up 3%)
• 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 657,000 A25-54 viewers, leading Good Morning America by +32,000 (+5%) and CBS by +230,000 (+54%)

• TODAY has led GMA for 2 consecutive weeks and beaten CBS for 1,560 consecutive weeks (since 8/10/1992)
• TODAY’s A25-54 advantage over GMA is the largest seen in 11 weeks (since 4/18/22) while its lead over CBS is the largest seen in 8 weeks (since 5/9/22)
• Week-over-week, TODAY added +1,000 A25-54 viewers (+0.2%, the only AM news show with growth), increased its lead over GMA by 3% (+32,000 vs. +31,000 prior week) and grew its advantage over CBS by 16% (+230,000 vs. +198,000 prior week).  

TODAY averaged 481,000 A18-49 viewers, topping GMA by +61,000 (+15%) and CBS by +210,000 (+77%)

• TODAY has led GMA for 2 consecutive weeks and beaten CBS for 1,560 consecutive weeks (since 8/10/1992)

• A18-49 viewership for TODAY reached a 6-week high (best since 5/23/22) while posting its biggest advantage over GMA in 11 weeks (since 4/18/22) and widest lead over CBS in 7 weeks (since 5/16/22)
• Week-over-week, TODAY’s A18-49 viewership increased +23,000 A18-49 viewers (+5%), its lead over GMA grew by 42% (+61,000 vs. +43,000 prior week), and its advantage over CBS rose 21% (+210,000 vs. +174,000 prior week).  
• Versus the same week last season, TODAY improved its A18-49 viewership advantage vs. GMA by 9% (+61,000 vs. +56,000 prior year) and vs. CBS by 3% (+210,000 vs. +203,000 prior year)

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

• TODAY has beaten CBS for 1,560 consecutive weeks (since 8/10/1992)
• TODAY’s gap with GMA is the most narrow seen in 19 weeks (since 2/21/22) and its advantage over CBS the widest in 7 weeks (since 5/16/2022)
• Week-over-week, TODAY grew its total viewership by +91,000 (+3%) while improving its advantage over CBS by 31% (+518,000 vs. +396,000 prior week).   

2021-22 SEASON-TO-DATE (9/20/2021-7/10/2022)

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)