TODAY Is the #1 Morning Show For 7 Straight Seasons In Key Demo, A Feat No Other Morning Show Has Achieved

TODAY Tops GMA in Total Viewers Last Thursday, Posts Closest Weekly Gap with GMA in 7 Weeks

NEW YORK – September 20, 2022 – NBC News’ TODAY was the number-one morning show in the key demo for the 2021-22 season, topping ABC’s “Good Morning America” for 7 straight seasons. No other network morning show has won the key demo for as many consecutive seasons as TODAY.

Last week, TODAY won in the key demo, marking its first back-to-back demo win in 9 weeks. TODAY saw its biggest total viewer delivery in 14 weeks and also won in total viewers Thursday morning. TODAY posted its narrowest total-viewer gap with GMA in seven weeks, improving week over week and year over year. 

Additionally, TODAY Digital reached over 11 million unique visitors last week. 

TODAY HIGHLIGHTS:

2021-22 BROADCAST SEASON

TODAY averaged 801,000 A25-54 viewers, leading GMA by +32,000 (+4%) and CBS Mornings by +275,000 (+52%)

TODAY averaged 570,000 A18-49 viewers, leading GMA by +49,000 (+9%) and CBS by +206,000 (+57%)

TODAY averaged 3.011 million total viewers, leading CBS by +559,000 (+23%)

• Vs. prior year, all three programs were down: TODAY -8% (-268,000) vs. GMA -4% and CBS -9%

WEEK of 9/12/2022

KEY POINTS:

• TODAY ranks #1 in A25-54 and A18-49 for the second consecutive week
  • TODAY posted back-to-back weekly wins in A25-54 and A18-49 for the first time in 9 weeks (since weeks of 6/27 and 7/4)
  • On Thursday, TODAY topped GMA by +117,000 A25-54 viewers, its biggest single-day advantage since Tuesday 7/5/2022
• TODAY posted its biggest total viewer delivery in 14 weeks (since week of 6/6/2022) and its narrowest gap in 7 weeks (since week of 7/25/2022)
  • TODAY reduced its total viewer gap with GMA by 10% compared to both prior week and prior year

TODAY averaged 719,000 A25-54 viewers, beating GMA by +1,000 (+0.3%) and leading CBS by +200,000 (+39%)

• TODAY has beaten GMA for 2 consecutive weeks (since 9/5/2022) and ranked ahead of CBS for 1,570 straight weeks (since 8/10/1992)

TODAY averaged 510,000 A18-49 viewers, beating GMA by +25,000 (+5%) and leading CBS by +174,000 (+52%)

• TODAY has beaten GMA for 2 consecutive weeks (since 9/5/2022) and ranked ahead of CBS for 1,570 straight weeks (since 8/10/1992)

TODAY averaged 2.801 million total viewers, leading CBS by +395,000 (+16%)

• TODAY has beaten CBS for 1,570 consecutive weeks (since 8/10/1992)
• Total viewership for TODAY reached a 14-week high (best since 6/6/22) while its gap with GMA is the most narrow seen in 7 weeks (since 7/25/22)
• Vs. prior week, TODAY increased its total viewership by +17,000 (+1%) and reduced the total viewer gap vs. GMA by 10% (-190,000 vs. -210,000 prior week). 
  • Compared to the same week last season, TODAY improved its total viewer gap with GMA by 10% (-190,000 vs. -211,000 prior year).

TODAY Digital reached 11.0M unique visitors

• The brand drove 35M video views across on and off net platforms (30% YoY)

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