TODAY Tops GMA Across The Board For the Week, Posting Biggest Advantage Since PyeongChang Olympics 

TODAY Wins in Key Demo For November Sweep and Month

TODAY Posts 12-Month High in Total Viewers, A25-54 and A18-49 

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 8th Straight Year

NEW YORK – November 30, 2022 – TODAY was the number-one morning show outright for the week, topping “Good Morning America” in total viewers and the key A25-54 and A18-49 demos. The win marks TODAY’s first total viewer win since February 2022, largest total viewership in a year and biggest advantage over GMA since the PyeongChang Olympics in both total viewers and the key demo. Compared to the competition, TODAY was the only morning program to post gains across the board. Additionally, TODAY delivered a twelve-month high in total viewers, key demo A25-54 and A18-49. 

For 8 consecutive November sweeps, NBC News’ TODAY has been the number-one morning show in the key demo, beating ABC’s “Good Morning America.” Compared to the prior sweep, TODAY grew in both the key A25-54 demo and total viewership. 

TODAY won the key demo for the month of November, posting its first A25-54 win and biggest monthly demo audience in 7 months and widest monthly advantage over GMA in a year. Versus the prior month, TODAY posted the biggest growth across-the-board among the morning shows and narrowed the total viewer gap with GMA by more than half. 

Season to date, TODAY is the top-rated morning show in the key demo A25-54 and A18-49 for eight years straight.

TODAY Digital had its strongest month in October since March 2022 with more than 50M unique visitors. Last week, TODAY Digital reached 13.9M unique visitors growing both week over week and year over year. 

WEEK of 11/21/2022

Note: Due to Thanksgiving holiday titling, TODAY (Mon, Tue, Thu) and GMA (Mon-Wed) are based on three-day averages while CBS (Mon, Tue) is based on a two-day average. 

KEY POINTS:

• TODAY ranks #1 for the week across-the-board
  • TODAY posts biggest viewership across-the-board in a year (Thanksgiving Week 2021, week of 11/22/2021)
  • First total viewer victory in 40 weeks (since week of 2/14/2022, Week 2 of Beijing Olympics)
  • Largest total viewer advantage over GMA since the PyeongChang Olympics (week of 2/12/2018) and widest margin over CBS in a year (Thanksgiving Week 2021, week of 11/22/2021)
• TODAY ranks #1 in A25-54 for the 5^th time on last 6 weeks and 8^th time in last 12 weeks (includes one tie)
  • Biggest demo advantage over GMA since the PyeongChang Olympics (since week of 2/12/2018) and over CBS in a year (Thanksgiving Week 2021, week of 11/22/2021)
• TODAY ranked #1 in A18-49 for the 7^th consecutive week and the 11^th time in last 12 weeks
  • Biggest A18-49 advantage over GMA in 5 years and over CBS in a year 
• Vs. prior week, TODAY was the only morning show to increase its viewership across-the-board
• Versus the same week prior year (Thanksgiving 2021), TODAY improved its advantages over GMA across-the-board: 42% higher in total viewers, 14% higher in A25-54, and 17% higher in A18-49
• Season-to-date through Week 8, TODAY ranks #1 in A25-54 and A18-49 for the 8^th consecutive year  

TODAY averaged 3.646 million total viewers, beating Good Morning America by +399,000 (+12%) and leading CBS Mornings by +1.116 million (+44%)

• This represents TODAY’s first total viewer win in 40 weeks (since week of 2/14/2022 during the Beijing Olympics) and its biggest viewership in a year (Thanksgiving Week 2021, week of 11/22/2021)
• TODAY has beaten CBS for 1,580 consecutive weeks (since 8/10/1992)
• TODAY’s total viewer advantage over ABC is the largest since the PyeongChang Olympics (week of 2/12/2018) and over CBS in a year (Thanksgiving Week, week of 11/22/21)
• Week-over-week, TODAY was the only morning show to grow its audience (+580,000, up +19%) and more than doubled its lead over CBS (+1.116 million vs. +513,000 prior week, up 118%). Vs. prior week, GMA –
  • Compared to the same week last season, TODAY improved its total viewership advantage vs. ABC by 42% (+399,000 vs. +281,000 prior year) 

TODAY averaged 995,000 A25-54 viewers, beating ABC by +282,000 (+40%) and leading CBS by +487,000 (+96%)

• TODAY ranked #1 in A25-54, beating GMA in 5 of the last 6 weeks (and 8 of the last 12 weeks, including one tie) and CBS for 1,580 consecutive weeks (since 8/10/1992)

• TODAY’s A25-54 viewership reached a 52-week high (Thanksgiving Week 2021, since 11/22/21), its advantage over ABC is the largest seen since the PyeongChang Olympics (since 2/12/18) and its lead over CBS is the biggest in a year (since 11/22/21)
• Vs. prior week, TODAY was the only program up (+191,000, or +24%), improved its A25-54 viewership advantage vs. ABC seven-fold (+282,000 vs. +36,000 prior week, up 683%), and more than doubled its lead over CBS (+487,000 vs. +234,000 prior week, up 108%).
  • Compared to the same week last season, TODAY improved its A25-54 viewership advantage vs. ABC by 14% (+282,000 vs. +247,000 prior year) 

TODAY averaged 756,000 A18-49 viewers, beating ABC by +294,000 (+64%) and leading CBS by +409,000 (+118%)

• A18-49 viewership for TODAY reached a 52-week high (best since 11/22/21)
• TODAY’s posted its largest A18-49 advantage over ABC in 5 years (since week of 11/27/2017) and biggest lead over CBS in a year (since 11/22/21) 
• Week-over-week, TODAY was the only morning show to increase in A18-49 viewership (+206,000, or +37%), improved its advantage vs. ABC 12-fold (+294,000 vs. +23,000 prior week, or 1,178%) and more than doubled its advantage vs. CBS (+409,000 vs. +145,000 prior week, or 182%). 
  • Year-over-year, TODAY improved its A18-49 viewership advantage vs. ABC by 17% (+294,000 vs. +251,000 prior year) 

TODAY DIGITAL 

Last week, TODAY reached 13.9M unique visitors (5% WoW, 7% YoY)

• The brand drove 32M video views across on and off net platforms 

2022-23 SEASON-TO-DATE (9/19/2022-11/27/2022)

TODAY ranks #1 in A25-54 and A18-49 at this point of the season for the 8^thconsecutive year 
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NOVEMBER 2022

KEY MONTHLY INSIGHTS:

• TODAY posts biggest month-over-month viewer growth across-the-board among the morning shows
• TODAY posts its first A25-54 win and biggest monthly demo audience in 7 months (since April), widest monthly advantage over GMA in a year (since November 2021)
  • Month-over-month, TODAY increased its A18-49 lead over CBS by 38% (+249,000 vs. +180,000 prior month)
• TODAY has ranked #1 in A18-49 for 90 of the last 92 months
  • Month-over-month, TODAY increased its A18-49 lead over ABC by 350% (+72,000 vs. +16,000 prior month) and CBS by 36% (+187,000 vs. +138,000 prior month)
• TODAY has outperformed CBS morning news programming across-the-board for 419 consecutive months, every month since the start of Nielsen People Meters in September 1987

TODAY averaged 808,000 A25-54 viewers, beating ABC by +69,000 (+9%) and leading CBS by +249,000 (+44%)

TODAY averaged 582,000 A18-49 viewers, beating ABC by +72,000 (+14%) and leading CBS by +187,000 (+47%)

TODAY averaged 3.106 million total viewers, leading CBS by +626,000 (+25%)

TODAY DIGITAL 

In October, TODAY Digital had its strongest month since March 2022 with more than 50M unique visitors.

• It also continued to rank as the third largest individual publisher among leading lifestyle and entertainment brands.

NOVEMBER 2022 SWEEP

KEY INSIGHTS:

• TODAY ranked #1 in A25-54 during the November Sweep for the 8^thconsecutive year 
• Among A18-49 viewers, TODAY extended its #1 rank for the 32^nd consecutive sweep
• Vs. prior sweep (Jul 2022), TODAY posted the biggest growth in A25-54 and total viewership 
  • Vs. July, TODAY improved its A25-54 lead over CBS by 22%, its A18-49 lead over GMA by 72%, and its total viewer lead over CBS by 17%

TODAY ranked #1 in A25-54 for the 8^th consecutive year during the November Sweep

• TODAY averaged 760,000 A25-54 viewers, leading GMA by +23,000 (+3%) and CBS Mornings by +204,000 (+37%)
• Vs. prior sweep (Jul’22), TODAY was up +21% (+133,000) 

Among A18-49 viewers, TODAY has ranked #1 for 32 consecutive sweeps and 111 of the last 114 sweeps dating back to July 1994

• TODAY averaged 538,000 A18-49 viewers, +31,000 (+6%) higher than GMA and +146,000 (+37%) more than CBS
• Vs. prior sweep, TODAY increased +22% (+96,000) 

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