NBC's TODAY is #1 Morning News Program This Season Among A18-49 Viewers

By: Jul. 23, 2015
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NBC's TODAY was once again the number-one morning show last week in the key demo A25-54, beating GOOD MORNING AMERICA for six out of the last 13 weeks (and five out of ten). Last Thursday, TODAY bead GMA by a whopping 299k, its biggest daily key demo win since 9/5/14. TODAY also won in total viewers last Wednesday, marking its 3rd daily total viewer win this year.

For the quarter, TODAY has cut the key demo gap with GMA by a giant 92% vs. the same period last year. TODAY has also cut the total viewer gap with GMA week to week, season to date and versus the same week last year. TODAY remains the number-one morning news program in A18-49 for the season and year.


TODAY HIGHLIGHTS:

WEEK OF July 13

TODAY posts biggest A25-54 win since the Sochi Olympics
In the key demo, TODAY has won 5 of the last 10 weeks and 6 of the last 13 weeks
Closest P2+ gap since week of 12/22/2014 (Christmas Week); closest non-holiday P2+ gap since Sochi
TODAY averaged 4.168 million total viewers, leading CBS THIS MORNING by +30% (+962,000)

TODAY posted its closest total viewer gap with GMA since the week of 12/22/2014 (Christmas Week). Excluding holiday weeks, it was TODAY's closest margin with GMA since the Sochi Olympics
TODAY posted a total viewer win on Wednesday morning, topping GMA by +10,000 viewers. It was TODAY's 3rd daily win in 2015.
TODAY averaged 1.597 million A25-54 viewers, +7% (+102,000) over GMA and +67% (+640,000) more than CBS

This was TODAY's biggest demo win over GMA since the Sochi Olympics (week of 2/17/2014)
Thursday's victory (+299,000 over GMA) was TODAY's biggest single-day winning gap since Friday, 9/5/2014
TODAY has been #1 in 5 of the last 10 weeks and 6 of the last 13 weeks among A25-54 viewers
Year-to-date, TODAY has more weekly A25-54 wins (6) than in full calendar 2014
TODAY's 1.34 A25-54 rating was +0.09 higher than GMA and +0.54 better than CBS
TODAY averaged 1.192 million A18-49 viewers, outperforming GMA by +15% (+154,000) and CBS by +70% (+490,000)

TODAY saw its biggest A18-49 win over GMA since the week of 5/18/2015
TODAY delivered a 0.94 A18-49 rating, +0.12 more than GMA and +0.39 higher than CBS
TODAY also lowered GMA's leads in total viewers:

Week-to-week and versus the 3Q'15 average by 53%
Versus the same week last season by 57%
Compared to the 2014-15 STD average by 59%
TODAY posted across-the-board gains versus the prior week in total viewers (+3%, or +116,000), A18-49 viewers (+11%, or +122,000), and A25-54 viewers (+6%, +97,000) while GMA declined in all measures

TODAY was also up versus 3Q'15 levels in total viewers (+2%, or +65,000), A18-49 viewers (+9%, or +98,000) and A25-54 viewers (+7%, or +98,000)
In the first three weeks of 3rd quarter 2015, TODAY has narrowed GMA's leads in total viewers (by 23%) and A25-54 viewers (by 92%) compared to the same period in 3Q'14

TODAY is the #1 morning news program this season among A18-49 viewers



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