NBC's TODAY Posts Closest Gap with GMA Since Olympics

NBC's TODAY continues to tighten the morning news race posting its closest total viewer gap with GMA since the Winter Olympics in Sochi. During the week of its worldwide exclusive with Pippa Middleton, TODAY closed both total viewer and key demo gaps with GMA. Versus the same week last season, TODAY narrowed the total viewer gap by a whopping 59% and the A25-54 gap by 33%. Week-to-week, TODAY cut the total viewer gap by 52% and the A25-54 viewer gap by 55%.

On Wednesday of last week, TODAY topped GMA in the key demo A25-54 by 95k. This marks TODAY's first outright win in the demo in more than month (since May 29). For the week, TODAY delivered its narrowest demo gap with GMA since the week after the Sochi Olympics.

TODAY continues to post the largest season-to-date total viewer growth of the morning shows. TODAY also remains the #1 morning news broadcast in A18-49 for the season.

TODAY HIGHLIGHTS:

TODAY averaged 4.294 million total viewers, leading CBS This Morning by +47% (+1,373,000)
TODAY trailed GMA by just -311,000 viewers, its narrowest total viewer gap since the Sochi Olympics (week of 2/17/2014)
TODAY delivered a 1.4 A25-54 rating, tied for #1 with GMA and doubling CBS's 0.7 rating (+100%)
TODAY averaged 1.625 million A25-54 viewers, topping CBS by +93% (+784,000)
This represents TODAY's best finish in the demo rating and narrowest demo viewer gap with GMA (-78,000) since the week of 2/24/2014 [week following Sochi]
TODAY averaged a 1.0 A18-49 rating, +100% (+5 tenths) more than CBS
TODAY pulled in 1.296 million A18-49 viewers, outperforming GMA by +6% (+69,000) and CBS by +120% (+708,000)
For the week, TODAY was able to narrow viewer gaps with GMA:
Versus the same week last season, TODAY narrowed the total viewer gap by 59%, the A25-54 gap by 33%, and widened its A18-49 viewer lead by 35%
Week-to-week, TODAY narrowed the total viewer gap by 52% and the A25-54 viewer gap by 55%.
TODAY is currently posting the largest season-to-date growth in total viewers among the morning news shows, increasing +8% or +363,000 viewers.
TODAY is also seeing growth versus last season in rating W/M/A18-49 (+13%/+13%/+18%), and rating W/A25-54 (+10%/+6%)
TODAY is the #1 morning news show this season in all 18-49 demo ratings.
Ratings Data:

Week of June 30

Program HH
Rtg HH
Shr P2+
Imps P25-54
Rtg P25-54
Imps
TODAY 3.2 13 4,294 1.4 1,625
CBS THIS MORNING 2.1 9 2,921 0.7 841
GMA 3.5 14 4,605 1.4 1,703

NBC's TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, and Don Nash is the executive producer.

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