NBC's TODAY Posts Biggest Key Demo & Total Viewer Audiences

TODAY was once again the number-one morning show in the key demo A25-54, beating GOOD MORNING AMERICA for 18 out of the last 19 weeks. TODAY is also the number-one morning show in both A25-54 and A18-49 for the season.

For the week of January 4, TODAY topped GMA by 138k in A25-54 and continued as the number-one morning show in A18-49. TODAY won the first 5 rated days of the 2016 calendar year in the demo. TODAY delivered its best key demo delivery since the week of 11/30/15 and its biggest total viewer audience since the week of 11/23/15.

Season to date, TODAY has radically cut its total viewer gap with GMA by 50% (a whopping 318k) versus the same period last season. GMA is the only morning show down double digits, suffering an 18% loss in the key demo and a 10% loss in total viewers, season to date and 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.

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