TODAY TOPS GMA FOR 9 MONTHS STRAIGHT IN KEY DEMO

TODAY Tops GMA in Key A25-54 Demo For Month and Week

TODAY Posts Biggest May Demo Win Over GMA in 6 Years

TODAY Grows Demo Lead Over GMA Year Over Year

TODAY Is #1 in Key Demo Season to Date

NEW YORK – May 29, 2024 – NBC News’ TODAY was the number-one morning show in May, topping ABC’s “Good Morning America” in the key demo A25-54 for nine consecutive months. TODAY posted its largest May demo win over GMA in six years and grew its key demo advantage year over year. 

Last week, TODAY marked its 41st straight weekly demo win, its longest streak since December 2020. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. Additionally, TODAY grew its key demo lead versus the prior year and narrowed the total viewer gap with GMA by 75%.  

Season to date, TODAY is the top-rated morning show in the key demo with an advantage eight times higher over GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in twelve years.

MAY 2024

 Source: Nielsen, L+SD, 4/29/2024-5/26/2024. Average audience based on regularly-titled telecasts only.

KEY MONTHLY POINTS:

  • TODAY has ranked #1 in A25-54 for 9 consecutive months (longest streak since April 2022)
    • TODAY has posted its biggest A25-54 win over GMA during the month of May in 6 years (since May 2018) and pulled in its biggest share of morning news demo viewers in 12 years (May 2012)
    • TODAY topped GMA by at least 100,000 A25-54 viewers for the 7th month in a row, its best streak since May 2019
    • Versus GMA, TODAY’s demo lead was over 4 times higher than prior year (+139,000 vs. +31,000 in May 2023) and saw YoY improvement for the 10th consecutive month 
    • Versus CBS Mornings, TODAY improved its A25-54 lead by 2% month-over-month and by 10% compared to the same month last year 
  • TODAY ranked #1 in A18-49 for the 21st consecutive month and the 108th time in the last 110 months (since April 2015)
    • This is TODAY’s largest May A18-49 lead over GMA in 4 years
    • Versus April 2023, TODAY increased its A18-49 advantages over both GMA and CBS by 7%
    • TODAY posted YoY improvement in its A18-49 lead over GMA for the 13th consecutive month, up 49% compared to May 2023
  • TODAY delivered its most narrow monthly total viewer gap vs. GMA since August 2021 (33 months; Tokyo Summer Olympics) and its closest May gap in 12 years (2012)
    • TODAY reduced its total viewer gap with GMA by 62% month-over-month and by 88% compared to May 2023
    • Versus CBS, TODAY posted its biggest May advantage in total viewers in 4 years 

Among A25-54:

  • TODAY averaged 640,000 A25-54 viewers, beating Good Morning America by +139,000 (+28%) and leading CBS Mornings by +215,000 (+50%)

Among A18-49:

  • TODAY averaged 436,000 A18-49 viewers, beating GMA by +109,000 (+33%) and leading CBS by +147,000 (+51%)

In total viewers:

  • TODAY averaged 2.733 million total viewers, leading CBS by +576,000 (+27%)

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WEEK of APRIL 20-26, 2024

KEY WEEKLY POINTS:

  • TODAY posts 41st straight week at #1 in A25-54, its best streak in the key demo in over three years (since December 2020) 
    • TODAY has topped GMA by at least 100,000 A25-54 viewers for the 10thstraight week, 14 of the last 15 weeks, and the 26th time out of 35 weeks this season
    • TODAY has now won every morning of 2024 in A25-54 (100 and counting) its longest unbroken daily demo streak to start the year since 2012
  • TODAY has ranked #1 in A18-49 for 42 consecutive weeks (best A18-49 streak since May 2021) 
    • TODAY has now won every morning of 2024 in A18-49 (100 and counting), its longest unbroken daily demo streak to start the year since 2012
  • TODAY’s total viewer gap vs. GMA finished below 100,000 for the 4th straight week
    • TODAY posted YoY total viewer growth for the second week in a row (+87,000, up +3%)
  • Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 26th week in a row. 
    • TODAY’s A25-54 lead over GMA increased 54% vs. the same week last year while its total viewer gap narrowed by 75% 
  • Season-to-date through Week 35, TODAY ranks as the #1 morning show in A25-54 and A18-49 
    • TODAY’s A25-54 advantage vs. GMA is 8 times higher than last season while its 3NET share of A25-54 viewership is the largest in 12 years (2011-12 season) 
    • TODAY’s A18-49 lead over GMA has more than doubled vs last season and has its highest 3NET A18-49 share in 4 years (2019-20 season) 
    • TODAY has cut the total viewer gap with GMA by more than half vs. last season (59% closer)
    • TODAY has improved its advantages over CBS across-the board vs. last season

TODAY averaged 618,000 A25-54 viewers, beating Good Morning America by +117,000 (+23%) and leading CBS Mornings by +164,000 (+36%)

  • TODAY has now been the #1 ranked morning show in A25-54 for 41 consecutive weeks (49 of the last 55 weeks), its longest streak in more than three years (since December 2020)
  • TODAY has outperformed GMA by at least 100,000 A25-54 viewers for 10 straight weeks, 14 of the last 15 weeks, and the 26th time out of 35 weeks this season
  • TODAY has ranked #1 in A25-54 every morning of 2024 so far (100 and counting), its longest unbroken daily streak to start the year since 2012
  • Compared to the same week last year, TODAY improved its A25-54 viewership advantage vs. GMA by 54% (+117,000 vs. +76,000 prior year) 

TODAY averaged 409,000 A18-49 viewers, beating GMA by +82,000 (+25%) and leading CBS by +99,000 (+32%)

  • TODAY ranked #1 in A18-49 for the 42nd consecutive week (84 of the last 89 weeks), its longest such winning streak since May 2021
  • TODAY has ranked #1 in A18-49 every morning of 2024 so far (100 and counting), its longest unbroken daily streak to start the year since 2012

TODAY averaged 2.748 million total viewers, leading CBS by +592,000 (+27%)  

  • TODAY closed to within 100,000 total viewers of GMA for the 4th consecutive week 
  • TODAY has now beaten CBS across-the-board for 1,658 consecutive weeks (since 8/10/1992)
  • Compared to prior year, TODAY was the only morning show to grow its total viewer audience for the 2nd straight week (up +87,000, or +3%), reduced its viewership gap vs. GMA by 75% (-82,000 vs. -328,000 prior year), and improved its lead over CBS by 49% (+592,000 vs. +398,000 prior year)

2023-24 SEASON-TO-DATE (9/25/2023-4/28/2024)

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

A25-54: 

  • TODAY leads GMA by +128,000 A25-54 viewers, 8 times higher than prior year (+16,000) and drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)
  • Versus CBS, TODAY’s A25-54 advantage of +230,000 is 7% higher than at the same point last season (+215,000 last season)

A18-49: 

  • TODAY is outperforming GMA by +107,000 viewers, more than double its lead from the same point last year (+40,000) and posting its highest 3NET share of A18-49 in 10 years (2013-14 season)
  • Versus CBS, TODAY leads by +174,000 A18-49 viewers, 2% higher than a year ago (+170,000)

Total Viewers:

  • Versus CBS, TODAY’s +558,000 total viewer advantage is 15% higher than it was at the same point last season (+484,000)

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