TODAY Tops GMA for 29 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows in Key Demo Versus Prior Week, Delivers Biggest Demo Lead Over GMA Since March 2020

TODAY Posts Closest Total Viewer Gap with GMA in More Than 2 Years

TODAY Is #1 in Key Demo Season to Date

NEW YORK – March 5, 2024 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54. TODAY marked its 29th straight weekly demo win, its longest streak since December 2020, and posted its biggest single-day demo win last Tuesday versus GMA since November 2020 (excluding the Olympics).

Last week, TODAY posted its closest weekly total viewer gap with GMA since November 2021, excluding Thanksgiving and Olympics week, narrowing the gap by 89% versus the prior week and 98% versus the prior year. Additionally, TODAY topped GMA in total viewers last Monday and Tuesday, Tuesday being the largest non-Olympics daily victory since January 2022.

Season to date, TODAY is the top-rated morning show in the key demo, more than seven times higher than the prior season. TODAY marked its best key demo start to a season versus GMA in five years.

KEY WEEKLY POINTS:

• TODAY ranked #1 in A25-54 for the 29^th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020)
  • TODAY beat GMA by +198,000 A25-54 viewers, its largest demo victory since the week of 3/23/2020 (excluding Thanksgiving and Olympics weeks)
  • On Tuesday, TODAY had its biggest single-day demo win (+275,000 vs. GMA) since 11/16/2020 (excluding Olympics)
  • TODAY has led GMA by at least 100,000 A25-54 viewers on 15 of the last 17 mornings
• TODAY has ranked #1 in A18-49 for 30 consecutive weeks (best A18-49 streak since February 2022)
• TODAY closed to within -7,000 total viewers of GMA, its closest weekly gap since 11/29/2021 (excluding Thanksgiving and Olympics weeks)
  • TODAY beat GMA in total viewers on back-to-back mornings: Monday (+65,000) and Tuesday (+147,000)
  • Tuesday was TODAY’s largest non-Olympics daily victory since 1/10/2022
  • TODAY posted an 89% reduction in total viewer gap with GMA vs. prior week and 98% closer than the same week prior year
• Versus prior year, TODAY improved its competitive position with GMA among A25-54 and total viewers for the 14^th consecutive week
• Season-to-date through Week 23, TODAY ranks as the #1 morning show in A25-54 and A18-49
  • TODAY’s A25-54 lead vs. GMA is more than 7x higher than last season and is its best start in five years (2018-19 season)

TODAY averaged 724,000 A25-54 viewers, beating Good Morning America by +198,000 (+38%) and leading CBS Mornings by +267,000 (+59%)

• TODAY has been the #1 ranked morning show in A25-54 for 29 consecutive weeks (37 of the last 43 weeks) and beaten CBS in the key demo for 1,646 weeks (every week since 8/10/1992)
• TODAY’s current 29-week winning streak in the key demo is its longest in more than three years (since December 2020)

TODAY averaged 484,000 A18-49 viewers, beating GMA by +152,000 (+46%) and leading CBS by +183,000 (+61%)

TODAY averaged 2.857 million total viewers, leading CBS by +600,000 (+27%)

• TODAY posted its closest gap vs. GMA since 11/29/2021 (excluding Thanksgiving & Olympics weeks) and has now beaten CBS for 1,646 consecutive weeks in total viewers (since 8/10/1992)
• TODAY beat GMA in total viewers on back-to-back mornings: Monday (+65,000) and Tuesday (+147,000). Tuesday was TODAY’s largest non-Olympics daily victory since 1/10/2022.
• Week-over-week, TODAY grew its total viewership by +65,000 (up +2%), reduced its gap vs. GMA by 89% (-7,000 vs. -64,000 prior week), and improved its lead vs. CBS by 0.3% (+600,000 vs. +598,000 prior week)
• Compared to the same week prior year, TODAY reduced its total viewer gap vs. GMA by 98% (-7,000 vs. -399,000 prior year) and improved its lead over CBS by 9% (+600,000 vs. +548,000 prior year)

TODAY Digital reached 12.1M unique visitors last week

• The brand drove 20.5M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-3/3/2024)

TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date

A25-54:

• TODAY leads GMA by +120,000 A25-54 viewers, more than 7 times higher than prior year (+16,000) and its best start to a season in five years (2018-19)

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