NBC's TODAY Posts Demo Wins

As the presidential election unfolded, more key viewers turned to TODAY. For the week of November 5, TODAY was number one in A25-54 on Monday, Tuesday and Wednesday during the height of the election news. On Wednesday, TODAY beat GMA by a whopping 235k viewers in A25-54. TODAY posted the largest gains of the week in all ratings categories, and out of all of the morning shows, and TODAY has also narrowed the gap with GMA by 42% (231k total viewers). Below are the highlights for the week.

Highlights:

TODAY placed first in A25-54 (000) on three out of five mornings last week (Monday-Wednesday).
Following the Presidential election, TODAY beat GMA on Wednesday morning by +235,000 A25-54 (000) viewers (+2 tenths in rating A25-54) and pulled to within 46,000 total viewers of the ABC program.
TODAY has placed first in rating A25-54 (with a 1.77 rating) for the second straight week (both ties with GMA).
In total viewers, TODAY led CBS This Morning by +75% (+2,228,000).
In rating A25-54, TODAY tied with GMA and led CBS This Morning by +80% (+8 tenths).
In A25-54 (000), TODAY posted 2.1 million viewers trailing GMA by only -1% (-11,000) but outperforming CBS This Morning by +84% (+959,000).
TODAY posted the largest gains of the week versus season-to-date levels in total viewers (+16%, or +715,000), rating W/M/A18-49 (+21%/+29%/+18%), and rating W/M/A25-54 (+15%/+20%/+20%).
TODAY cut into GMA’s season-to-date total viewer lead by 42% (231,000).

TODAY II (9 a.m hour) and TODAY III (10 a.m. hour):

TODAY II :

TODAY II delivered 3.496 million total viewers and a 1.1 A25-54 rating.
TODAY II topped CBS This Morning in total viewers (+18% or +542,000), rating W/A18-49 (+50%/+14%) and rating W/A25-54 (+36%/+10%).
TODAY II beat The View in total viewers (+5%, or +159,000), rating W/A18-49 (+9%/+14%), and rating W/A25-54 (+7%/+22%).
TODAY II outperformed The Talk in total viewers (+47%, or +1,123,000), rating W/A18-49 (+71%/+60%), and rating W/A25-54 (+50%/+57%).
TODAY II beat The Chew in total viewers (+41%, or +1,017,000), rating W/A18-49 (+71%/+60%), and rating W/A25-54 (+50%/+57%).
TODAY II grew versus its 4Q’12/season-to-date average in total viewers (+13%, or +398,000), rating W/A18-49 (+33%/+33%), and rating W/A25-54 (+25%/+22%).

TODAY III:

TODAY III averaged 2.278 million total viewers and a 0.8 A25-54 rating. Rebroadcasts of TODAY III averaged an additional 691,000 total viewers.
TODAY III led CBS This Morning in rating W18-49 (+13%) and tied in rating W25-54.
TODAY III beat The Talk in rating W/A18-49 (+29%/+20%) and rating W/A25-54 (+10%/+14%).
TODAY III outperformed The Chew in rating W/A18-49 (+29%/+20%), and rating W/A25-54 (+10%/+14%).
TODAY III igrew in total viewers (+11%, or +234,000), rating W/A18-49 (+29%/+20%), and rating W/A25-54 (+22%/+33%) versus 4Q’12/season-to-date levels.

Jim Bell is the Executive Producer of “Today” (Mon. – Fri., 7am – 11am).

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