TODAY Tops GMA in Key A25-54 Demo, Its Best Demo Lead in 8 Weeks
TODAY Posts 12-Week High in Key Demo and 7-Week High in Total Viewers
TODAY Narrows Total Viewer Gap with GMA Week Over Week and Year Over Year
TODAY Is #1 in Key Demo Season to Date for 8th Straight Year
NEW YORK – August 22, 2023 – 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 over GMA in eight weeks.
Last week, TODAY posted a 12-week high in the key demo A25-54 and a 7-week high in total viewers. Additionally, TODAY narrowed the total viewer gap with GMA versus both the prior week and year.
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 the 30th consecutive year.
TODAY HIGHLIGHTS:
KEY POINTS:
- TODAY ranked #1 in A25-54 for the first time in 6 weeks and the 9th time in the last 15 weeks
- TODAY’s A25-54 viewership reached a 12-week high (best since 5/22/23)
- TODAY’s A25-54 advantages over both ABC and CBS reached 8-week highs (best since 6/19/23)
- TODAY ranked #1 in A18-49 for the second consecutive week and 18 of the last 20 weeks
- TODAY saw its A18-49 viewership reach an 11-week high (best since 5/29/23)
- TODAY’s A18-49 advantage over ABC reached a 12-week high (best since 5/22/23) and advantage over CBS reached an 8-week high (best since 6/19/23)
- Season-to-date through Week 48, TODAY ranks #1 in A25-54 for the 8th consecutive year and #1 in A18-49 for the 30th year in a row
TODAY averaged 645,000 A25-54 viewers, beating GMA by +39,000 (+7%) and leading CBS by +197,000 (+44%)
- A25-54 viewership for TODAY reached a 12-week high (best since 5/22/23)
- TODAY’s A25-54 advantages over both ABC and CBS reached 8-week highs (best since 6/19/23)
- Vs. prior week, TODAY was up: TODAY +10% (+61,000)
- WoW, TODAY turned its A25-54 viewership gap turn into an advantage vs. GMA 203% (+39,000 vs. -38,000 prior week). Week-over-week, TODAY improved its A25-54 viewership advantage vs. CBS by 42% (+197,000 vs. +139,000 prior week)
- 3NET A25-54 audience (1.700 million) was +3% vs. prior week
TODAY averaged 452,000 A18-49 viewers, beating GMA by +84,000 (+23%) and leading CBS by +158,000 (+54%)
- A18-49 viewership for TODAY reached an 11-week high (best since 5/29/23)
- TODAY’s A18-49 advantage over ABC reached a 12-week high (best since 5/22/23) and advantage over CBS reached an 8-week high (best since 6/19/23)
- Vs. prior week, TODAY was up: TODAY +15% (+60,000)
- WoW, TODAY improved its A18-49 viewership advantage GMA (+84,000 vs. flat prior week). WoW, TODAY improved its A18-49 viewership advantage vs. CBS by 36% (+158,000 vs. +116,000 prior week)
- Vs. prior year, TODAY was the only program up: TODAY +0.4% (+2,000) vs. ABC -30% and CBS -7%
- YoY, TODAY turned its A18-49 viewership gap turn into an advantage vs. GMA 215% (+84,000 vs. -73,000 prior year). Compared to the same week last year, TODAY improved its A18-49 viewership advantage vs. CBS by 17% (+158,000 vs. +135,000 prior year)
- 3NET A18-49 audience (1.115 million) was +5% vs. prior week
TODAY averaged 2.663 million total viewers, leading CBS by +460,000 (+21%)
- Total viewership for TODAY reached a 7-week high (best since 6/26/23)
- TODAY’s total viewer gap with ABC is the most narrow seen in 5 weeks (since 7/10/23) and TODAY’s total viewer advantage over CBS is the largest seen in 8 weeks (since 6/19/23)
- Vs. prior week, TODAY was up: TODAY +7% (+165,000)
- Week-over-week, TODAY reduced its total viewership gap vs. GMA by 4% (-396,000 vs. -411,000 prior week). WoW, TODAY improved its total viewership advantage vs. CBS by 56% (+460,000 vs. +294,000 prior week)
- Vs. prior year, TODAY was the only program up: TODAY +2% (+46,000) vs. ABC -1% and CBS -8%
- YoY, TODAY reduced its total viewership gap vs. GMA by 14% (-396,000 vs. -462,000 prior year). Compared to the same week last year, TODAY improved its total viewership advantage vs. CBS by 103% (+460,000 vs. +227,000 prior year)
- 3NET total audience (7.925 million) was +4% vs. prior week
TODAY Digital reached 10.8M unique visitors last week.
- The brand drove 21M video views across on and off net platforms
2022-23 SEASON-TO-DATE (9/19/2022-8/20/2023)
TODAY ranks #1 in A25-54 at this point of the season for the 8th consecutive year and in A18-49 for the 30th consecutive year
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