TODAY IS #1 IN KEY DEMO FOR 42 WEEKS STRAIGHT

TODAY Tops GMA for 42 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Competitively in Key Demo and Total Viewers Year Over Year

TODAY Is #1 in Key Demo Season to Date

NEW YORK – June 4, 2024 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking its 42nd consecutive weekly demo win. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. 

Last week, TODAY more than doubled its key demo lead over GMA and reduced the total viewer gap by 38% versus the same week prior year. So far this season, TODAY has closed the total viewer gap with GMA by 59%.

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

 Source: Nielsen, L+SD, 5/27/2024-6/2/2024. Average audience based on regularly-titled telecasts only.

Note: All three morning shows were labeled as specials on Monday for the Memorial Day holiday.

KEY WEEKLY POINTS:

  • TODAY secured its 42nd straight week at #1 in A25-54, its best streak in the key demo in over three years (since December 2020) 
    • TODAY has now won every morning of 2024 in A25-54 (104 and counting), its longest unbroken daily demo streak to start the year since 2012
  • TODAY has ranked #1 in A18-49 for 43 consecutive weeks (best A18-49 streak since May 2021) 
    • TODAY has now won every morning of 2024 in A18-49 (104 and counting), its longest unbroken daily demo streak to start the year since 2012
  • Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 27th consecutive week 
  • Season-to-date through Week 36, TODAY ranks as the #1 morning show in A25-54 and A18-49 

TODAY averaged 559,000 A25-54 viewers, outperforming Good Morning America by +90,000 (+19%) and leading CBS Mornings by +167,000 (+42%)

  • TODAY has now been the #1 ranked morning show in A25-54 for 42 consecutive weeks (50 of the last 56 weeks), its longest streak in more than three years (since December 2020)
  • Compared to the same week last season, TODAY more than doubled its A25-54 advantage vs. GMA (+90,000 vs. +37,000 prior year, 143% higher) 

TODAY averaged 356,000 A18-49 viewers, beating GMA by +47,000 (+15%) and leading CBS by +98,000 (+38%)

TODAY averaged 2.605 million total viewers, leading CBS by +565,000 (+28%)  

  • TODAY has now beaten CBS across-the-board for 1,659 consecutive weeks (since 8/10/1992) 
  • Compared to the same week last season, TODAY reduced its total viewership gap vs. GMA by 38% (-235,000 vs. -381,000 prior year) while also improving its advantage over CBS by 34% (+565,000 vs. +422,000 prior year)

TODAY Digital had 9.8M unique visitors 

  • The brand drove 19.0M video views across on and off net platforms 

2023-24 SEASON-TO-DATE (9/25/2023-6/2/2024)

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, more than 7 times higher than prior year (+17,000) and drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)

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