NBC's TODAY Continues as Number 1 Morning Show
By: Caryn Robbins Dec. 22, 2011
NBC News' TODAY continues as the dominant morning news program spending 836 consecutive weeks in first place. Week-to-week, "Today" posted gains in homes and W18-49. Season-to-date, "Today" grew its lead over GMA in homes, total viewers, M18-49 and M25-54 vs. the same period last year. Season-to-date, the third and fourth hours of "Today" grew in homes and total viewers. Below are the highlights for the week of December 12:
Week Highlights:
TODAY averaged 5.616 million total viewers, a +16% (+760,000) advantage over GMA and +118% (+3,038,000) over Early Show.
TODAY has placed first in both homes and total viewers for 836 consecutive weeks.
In rating A25-54 TODAY outperformed GMA by +25% (+4 tenths) and Early Show by +122% (+1.1 ratings points).
TODAY has now won 868 straight weeks in rating A25-54.
Week-to-week, TODAY was up in homes (+2%) and rating W18-49 (+5%).
Versus the same week last season, TODAY posted a +10% gain in rating M18-49.
TODAY posted delivery gains compared to its 4Q'11/STD average in homes (+2%), total viewers (+4%, or +199,000), rating M18-49 (+10%), and rating M25-54 (+8%) while increasing its lead over GMA in each of these categories.
Season-to-date, TODAY is up in homes (+2%), total viewers (+1, or +53,000), and rating M18-49 (+11%) compared to the same period last year.
TODAY II (9 a.m. hour) & III (10 a.m. hour) Highlights:
TODAY II delivered 3.735 million total viewers and a 1.0 A25-54 rating.
TODAY II topped CBS Early Show in homes (+56%), total viewers (+45% or +1,157,000), rating W/A18-49 (+57%/+33%) and rating W/A25-54 (+50%/+11%).
TODAY II beat The View in total viewers (+4%, or +157,000), rating A18-49 (+14%) and rating M25-54 (+50%).
TODAY II outperformed The Talk in homes (+75%), total viewers (+79%, or +1,651,000), rating W/M/A18-49 (+57%/+100%/+100%), rating W/M/A25-54 (+67%/+100%/+67%).
TODAY II also beat The Chew in homes (+47%), total viewers (+49%, or +1,235,000), rating W/M/A18-49 (+38%/+33%/+33%), and rating W/M/A25-54 (+36%/+100%/+43%).
Week-to-week, TODAY II was up +2% (+63,000) in total viewers.
TODAY II improved over 4Q'11/STD levels in homes (+4%) and total viewers (+6%, or +221,000).
Season-to-date, TODAY II is up in homes (+4%) and total viewers (+2%, or 56,000).
TODAY III averaged 2.224 million total viewers and a 0.7 A25-54 rating.
TODAY III beat CBS Early Show in rating W18-49 (+14%) and rating W25-54 (+10%) while tying in rating A18-49.
TODAY III tied The View in rating M25-54.
TODAY III outperformed The Talk in homes (+6%), total viewers (+7%, or +140,000), rating W/M/A18-49 (+14%/+50%/+50%), and rating W/M/A25-54 (+22%/+33%/+17%).
TODAY III outperformed The Chew in rating M25-54 (+33%) and tied in rating W/M/A18-49 and rating W/A25-54.
Compared to its 4Q'11/STD average, TODAY III posted growth in total viewers (+3%, or +68,000).
Season-to-date, TODAY III has posted gains in homes (+6%), total viewers (+3%, or +65,000), rating W18-49 (+13%), and rating W25-54 (+10%).
Jim Bell is the executive producer of "Today" (Mon.-Fri., 7-11am. ET).
Photo credit: Peter Kramer/NBC
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