TODAY IS #1 IN KEY DEMO FOR 43 WEEKS STRAIGHT

TODAY Tops GMA for 43 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 11, 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 43rd 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 59% versus the prior year. So far this season, TODAY has also 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, 6/3/2024-6/9/2024. Average audience based on regularly-titled telecasts only.

KEY WEEKLY POINTS:

  • TODAY secured its 43rd straight week at #1 in A25-54, its best streak in the key demo in over 3.5 years (since December 2020) 
    • TODAY has now won every morning of 2024 in A25-54 (108 and counting), its longest unbroken daily demo streak to start the year since 2012
  • TODAY has ranked #1 in A18-49 for 44 consecutive weeks, its best streak in 3 years (since May 2021) 
    • TODAY has now won every morning of 2024 in A18-49 (108 and counting), its longest unbroken daily demo streak to start the year since 2012
    • Vs. prior week, TODAY posted the biggest gain of A18-49 viewers and widened its lead over GMA by 62%
  • TODAY grew its total audience week-over-week and reduced the viewer gap vs. GMA by 44%
  • Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 28th consecutive week 
  • Season-to-date through Week 37, TODAY ranks as the #1 morning show in A25-54 and A18-49 
    • TODAY’s A25-54 advantage vs. GMA is over 7 times higher than last season while its 3NET share of A25-54 viewership is the largest in 12 years (2011-12 season)
    • TODAY has cut the total viewer gap with GMA by more than half vs. last season (59% closer)

TODAY averaged 579,000 A25-54 viewers, beating Good Morning America by +99,000 (+21%) and leading CBS Mornings by +155,000 (+37%)

  • Week-over-week, TODAY increased its A25-54 viewership by +20,000 (up +4%) and improved its A25-54 viewership advantage vs. GMA by 10% (+99,000 vs. +90,000 prior week)
  • Versus the same week last year, TODAY more than doubled its A25-54 lead over GMA (+99,000 vs. +43,000 prior year, 130% higher) 

TODAY averaged 377,000 A18-49 viewers, beating GMA by +76,000 (+25%) and leading CBS by +108,000 (+40%)

TODAY averaged 2.613 million total viewers, leading CBS by +560,000 (+27%)  

  • TODAY has now beaten CBS across-the-board for 1,660 consecutive weeks (every week since 8/10/1992) 
  • Vs. prior week, TODAY increased its total viewership by +7,000 and reduced its total viewership gap vs. GMA by 44% (-131,000 vs. -235,000 prior week)
  • Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 59% (-131,000 vs. -320,000 prior year) and improved its lead over CBS by 31% (+560,000 vs. +428,000 prior year)

TODAY Digital had 10.0M unique visitors 

  • The brand drove 18.4M video views across on and off net platforms 

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

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

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