TODAY IS #1 IN KEY DEMO

TODAY Tops GMA in A25-54, Its Best Demo Lead in 13 Weeks

TODAY Posts 6-Week High in Key Demo and 4-Week High in A18-49

TODAY Is the Only Morning Program To Grow in the Key Demo Week Over Week

TODAY Is #1 in Key Demo Season to Date for 8th Straight Year

NEW YORK – February 28, 2023 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. Last week, TODAY was the only morning program to grow in the key demo and delivered a 6-week high in A25-54 and a 4-week high in A18-49. TODAY also narrowed the total viewer gap with GMA by 24% versus prior week and by 50% vs. the same week last season.

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 reached 13.1 million unique visitors last week, growing year over year.

FEBRUARY 2023

TODAY averaged 733,000 A25-54 viewers, leading CBS Mornings by +198,000 (+37%)

TODAY averaged 528,000 A18-49 viewers, beating GMA by +44,000 (+9%) and leading CBS by +154,000 (+41%)

TODAY has ranked #1 in A18-49 for six consecutive months and 93 of the last 95 months
Month-over-month, TODAY improved its A18-49 viewership advantage vs. GMA by 38% (+44,000 vs. +32,000 prior month).

TODAY averaged 2.860 million total viewers, leading CBS by +425,000 (+17%)

WEEK OF 2/20/2023

KEY POINTS:

TODAY ranked #1 in A25-54 (first win in 5 weeks)
- TODAY posts its biggest demo delivery in 6 weeks, widest advantage over GMA in 13 weeks, and best lead over CBS in 5 weeks
- Vs. prior week, TODAY was only morning show to increase demo viewership and improved its lead over CBS by 24%
- Vs. prior year, TODAY increased its demo lead over GMA by 33%
TODAY ranked #1 in A18-49 for the 23^rd time in the last 25 weeks
- TODAY saw its highest A18-49 delivery in 4 weeks, biggest A18-49 advantage over GMA in 13 weeks and over CBS in 5 weeks
- Vs. prior week, TODAY was only morning show to increase in A18-49 viewership, tripled its lead over GMA, and increased its lead over CBS by 32%
- Vs. prior year, TODAY widened its advantage over GMA by 50%
TODAY reduced the total viewer gap with GMA by 24% vs. prior week and by 50% vs. the same week last season
Season-to-date through Week 22, TODAY ranks #1 in A25-54 for the 8^thconsecutive year and #1 in A18-49 for the 10^th year in a row

TODAY averaged 774,000 A25-54 viewers, beating Good Morning America by +73,000 (+10%) and leading CBS Mornings by +240,000 (+45%)

TODAY ranked #1 among A25-54 viewers and has beaten CBS for 1,593 consecutive weeks (since 8/10/1992)

A25-54 viewership for TODAY reached a 6-week high (best since 1/9/23)
TODAY’s advantage over GMA is the largest seen in 13 weeks (since 11/21/22) and its lead over CBS is the largest seen in 5 weeks (since 1/16/23)
Vs. prior week, TODAY was the only morning show to grow its demo audience (+45,000, or +6%) and improved its A25-54 viewership advantage vs. CBS by 24% (+240,000 vs. +193,000 prior week)
Versus the same week last season, TODAY improved its A25-54 viewership advantage vs. GMA by 33% (+73,000 vs. +55,000 prior year)

TODAY averaged 553,000 A18-49 viewers, beating GMA by +81,000 (+17%) and leading CBS by +193,000 (+54%)

TODAY’s advantage over GMA is the largest seen in 13 weeks (since 11/21/22) while its lead over CBS is the largest seen in 5 weeks (since 1/16/23)
Vs. prior week, TODAY was the only program to increase its A18-49 viewership (+34,000, or +7%), more than tripled its A18-49 advantage over GMA (+81,000 vs. +24,000 prior week, or 238% higher), and improved its advantage vs. CBS by 32% (+193,000 vs. +146,000 prior week)
Compared to the same week last season, TODAY improved its A18-49 viewership advantage vs. GMA by 50% (+81,000 vs. +54,000 prior year)

TODAY averaged 2.851 million total viewers, trailing GMA by -326,000 (-10%) and leading CBS by +399,000 (+16%)

TODAY has beaten CBS for 1,593 consecutive weeks (since 8/10/1992)
Week-over-week, TODAY reduced its total viewership gap vs. GMA by 24% (-326,000 vs. -430,000 prior week)

2022-23 SEASON-TO-DATE (9/19/2022-2/26/2023)

TODAY ranks #1 in A25-54 at this point of the season for the 8^th consecutive year and in A18-49 for the 10^th consecutive year

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