NBC's TODAY Notches Another Big Win in Key Demo Audience

TODAY notched another big win with its largest key demo audience since March 2014. TODAY has topped GMA by more than 200k in the key demo for two straight weeks, its best advantages since the London Olympics in 2012. TODAY has won in the demo for 20 of the past 21 weeks. TODAY also posted its narrowest two-week total viewer margin with GMA since its Sochi Olympics wins in 2014. TODAY continues the number-one morning show in both A25-54 and A18-49 for the season.

For the week of January 18, TODAY topped GMA by a giant 201k in A25-54 and by 177k in A18-49. TODAY has won every day of the 2016 calendar year in the demo. TODAY's total viewer gap with GMA was just 142k, and has been within 150k for two weeks.

Season to date, TODAY has radically cut its total viewer gap with GMA by 51% (a whopping 315k) versus the same period last season. GMA is the only morning show down, suffering a 7% loss in the key demo and a 2% loss in total viewers versus the same week last year.

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as "NPX," which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample -- so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

Week of January 18

TODAY averaged 2.057 million A25-54 viewers, outperforming GOOD MORNING AMERICA by +201,000 (+11%) and CBS THIS MORNING by +917,000 (+81%)

TODAY was #1 in A25-54 for the 4thconsecutive week and in 20 of the last 21 weeks
TODAY posted its biggest A25-54 audience in almost 2 years (since week of 3/31/2014) and held its largest lead over CBS in 9 weeks (since week of 11/16/2015)
For the second straight week, TODAY topped GMA by at least 200,000 demo viewers, the first such occurrence since the 2012 London Olympics (weeks of 7/30 and 8/6/2012)
TODAY ranked #1 in A25-54 every day this year
TODAY's 1.73 A25-54 rating was +0.17 points higher than GMA and +0.77 points better than CBS
TODAY averaged 1.544 million A18-49 viewers, +177,000 (+13%) ahead of GMA and +706,000 (+84%) more than CBS

This was TODAY's best A18-49 delivery and advantage over CBS since the week of 11/16/2015
TODAY delivered a 1.22 A18-49 rating, leading GMA by +0.14 points and CBS by +0.56 points
TODAY averaged 5.080 million total viewers, topping CBS by +1.243 million (+32%)

TODAY posted its largest total viewer delivery since the week of 3/2/2015
TODAY finished within 150,000 viewers of GMA for the 2ndconsecutive week, TODAY's best showing since its total viewer wins during the Sochi Olympics (Feb 2014)
TODAY held it widest advantage over CBS in 8 weeks (week of 11/23/2015) and has led that program by at least one million viewers in 13 of the past 15 weeks
Compared to the same week last season, TODAY saw increases in total viewers (+3%, or +149,000), A25-54 viewers (+3%, or +57,000), and A18-49 viewers (+2%, or +23,000)

The total viewer gap between TODAY and GMA was 67% closer than year ago (-142,000 last week vs. -424,000 last year)
Among A25-54, TODAY saw a 205,000 viewer turnaround in its gap vs. GMA (+201,000 win last week vs. a -4,000 loss last year)
TODAY's A18-49 lead over GMA was 65% higher than a year ago (+177,000 win last week vs. a +107,000 win last year)
Compared to the same week last year, GMA was down -2% in total viewers and -7% in A25-54
Week-to-week, TODAY's deliveries were higher among total viewers (+3%, or +130,000), A25-54 viewers (+4%, or +88,000), and A18-49 viewers (+1%, or +18,000)

TODAY improved its advantages over CBS across-the-board in total viewers (by 11%), A25-54 viewers (by 12%) and A18-49 viewers (by 2%)
TODAY posted the biggest across-the-board gains versus 1Q'16 levels, up in total viewers (+7%, or +323,000), A25-54 viewers (+11%, or +204,000), and A18-49 viewers (+10%, or +143,000)

Season-to-date, TODAY is the #1 morning news show among A25-54 and A18-49 viewers

TODAY averages 1.812 million A25-54 viewers, leading GMA by +8% (+126,000) and CBS by +74% (+770,000). TODAY's A25-54 advantage over GMA represents a 285,000 viewer turnaround from a -159,000 deficit at this point last season.
In A18-49, TODAY averages 1.366 million and tops GMA by +17% (+196,000) and CBS by +85% (+629,000). TODAY's A18-49 lead versus GMA is a 190,000 viewer improvement from last season's +6,000 lead.
Among total viewers, the gap between TODAY and GMA is 51% narrower vs. last season (-298,000 season-to-date versus a -613,000 deficit at this time last season).
GMA is the only morning show down in both the key demo and total viewers year over year.

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