TODAY was the number-one morning show again last week in the key demo A25-54, and posted its narrowest total viewer margin with GMA in two years (since its Sochi Olympics win). TODAY won outright in total viewers and the key demo for two days straight last week (Tuesday and Wednesday). TODAY has now won 24 out of the last 25 weeks in the key demo, and has been within just 200k total viewers of GMA for five of the last six weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.
For the week of February 15, TODAY topped GMA by a whopping 236k in A25-54 and by 223k in A18-49. TODAY has won every day of the 2016 calendar year in the demo. TODAY closed the total viewer margin with GMA to just 44k for the week.
Versus the same week last year, TODAY radically cut its total viewer gap with GMA by 87% (291k). GMA is the only morning show down double digits, suffering a 17% loss in the key demo and a 10% loss in total viewers this season, year over year. GMA is also down 13% in the key demo and 20% 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.
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