TODAY is #1 in Key Demo For May Sweep, Month and Week

TODAY Posts Largest May Delivery in Two Years and Largest A25-54 Demo Lead Over GMA in 6 Months 

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

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

NEW YORK – May 31, 2023 –  NBC News’ TODAY was the number-one morning show for the month of May and during the May sweep, topping ABC’s “Good Morning America” in the key demo A25-54. TODAY more than doubled its demo lead over GMA versus the February 2023 sweep and had its largest May delivery across the board in two years.

TODAY also won in the key demo A25-54 last week and was the only morning program to grow in the key demo versus the prior week. Additionally, TODAY posted its largest demo lead over GMA in six months. Season to date, TODAY is the top-rated morning show in the key demo A25-54 for eight years straight and number-one in A18-49 for ten years straight.

TODAY Digital reached 13.4 million unique visitors last week, growing week over week and year over year. 

TODAY HIGHLIGHTS: 

MAY SWEEP

KEY INSIGHTS:

• TODAY ranked #1 among A25-54 viewers for the 30^th time in the last 32 sweeps. 
  • TODAY more than doubled its A25-54 lead over GMA vs. the February 2023 sweep (+23,000 vs. +9,000 prior sweep)
• Among A18-49 viewers, TODAY extended its #1 rank to 34consecutive sweeps and 113 of the last 116 sweeps (dating back to July 1994).TODAY has now won every May sweep in A18-49 over the last 29 years.
  • TODAY improved its A18-49 advantage over GMA by 53% vs. the February 2023 sweep (+69,000 vs. +45,000 prior sweep) and more than doubled its lead vs. May 2022 (+69,000 vs. +29,000 prior year)
• TODAY’s P2+ viewer gap vs. GMA improved by 18% vs. the prior sweep and by 10% compared to the May 2022 sweep 

TODAY ranked #1 in A25-54 for the 30^th time in the last 32 sweep periods

• TODAY averaged 692,000 A25-54 viewers, leading GMA by +23,000 (+3%) and CBS Mornings by +191,000 (+38%)

Among A18-49 viewers, TODAY has ranked #1 for 34 consecutive sweeps and 113 of the last 116 sweeps dating back to July 1994

• TODAY averaged 497,000 A18-49 viewers, +69,000 (+16%) higher than GMA and +168,000 (+51%) more than CBS

MAY 2023

Key Points: 

• Across the board, TODAY had its best May vs. GMA since 2021
  • Vs. prior month, TODAY improved its competitive position vs. GMA in total viewers, A25-54, and A18-49
• TODAY ranked #1 in A25-54 for the 3^rd consecutive month and in 6 of the last 7 months
  • Advantages vs. both GMA and CBS improved vs. prior month
• TODAY ranked #1 in A18-49 for the 9^th consecutive month and in 96 of the last 98 months
  • TODAY’s A18-49 lead over GMA was double last month’s and nearly triple last year’s 

TODAY averaged 687,000 A25-54 viewers, beating ABC by +32,000 (+5%) and leading CBS by +196,000 (+40%)

• TODAY has beaten ABC for 3 consecutive months 
• TODAY’s advantage over ABC is the largest seen in 6 months and the largest for the month of May since 2021

TODAY averaged 494,000 A18-49 viewers, beating ABC by +73,000 (+17%) and leading CBS by +168,000 (+51%)

• TODAY has beaten ABC for 9 consecutive months
• TODAY’s advantage over ABC is the largest seen in 15 months and the largest for the month of May since 2021
• Month-over-month, TODAY improved its A18-49 viewership advantage vs. ABC by 128% (+73,000 vs. +32,000 prior month) and improved its A18-49 viewership advantage vs. CBS by 2% (+168,000 vs. +164,000 prior month)

TODAY averaged 2.754 million total viewers, leading CBS by +420,000 (+18%)

• TODAY’s gap with ABC is the most narrow seen in 6 months 

In April, TODAY Digital delivered 45 million unique visitors and continued to rank as the third largest individual publisher among leading lifestyle and entertainment brands

WEEK of MAY 22-28, 2023

KEY POINTS:

• TODAY ranked #1 in A25-54 for the 3^rd straight week and for the 6^thtime in the last 8 weeks
  • TODAY was the only morning news program to see week-over-week growth in A25-54 as GMA hit a record low in the demo
  • Best A25-54 advantage over GMA for the week leading into Memorial Day since 2021
  • Vs. prior year, TODAY improves its competitive position vs. GMA in A25-54 for the 4^th consecutive week
• TODAY ranked #1 in A18-49 for the 35^th time in the last 38 weeks
• TODAY improved its P2+ gap vs. GMA by 14% vs. same week last year
• Season-to-date through Week 35, 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 680,000 A25-54 viewers, beating GMA by +76,000 (+13%) and leading CBS by +216,000 (+47%)                

• TODAY has beaten GMA for 3 consecutive weeks and for 6 of the prior 8 weeks
  • TODAY’s advantage over ABC is the largest seen in 26 weeks 
• Vs. prior week, TODAY was the only program up

TODAY averaged 482,000 A18-49 viewers, beating GMA by +89,000 (+23%) and leading CBS by +181,000 (+60%)                

• TODAY’s advantage over ABC is the largest seen in 26 weeks 

TODAY averaged 2.660 million total viewers, leading CBS by +396,000 (+18%)                

TODAY Digital reached 13.4 million unique visitors last week, growing week over week and year over year (11% WoW, 26% YoY). 

• The brand drove 26M video views across on and off net platforms. 

2022-23 SEASON-TO-DATE (9/19/2022-5/28/2023)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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