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NBC's TODAY Tops GMA in Key Demo for 71 Straight Weeks

By: May. 09, 2017
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NBC News' TODAY was the number-one morning show topping ABC's "Good Morning America" by wide margins once again in the key demo A25-54. TODAY has now won 71 straight weeks in the key demo (87 of the last 88 weeks), its best streak in more than four years. TODAY also posted its biggest key demo delivery in six weeks, its widest margin over GMA in three weeks, and its best total viewer delivery in eight weeks.

TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has grown its A25-54 advantage over GMA by 49%, season to date versus last season. TODAY has also cut the total viewer gap with GMA by 21% season to date (-187,000 vs. -236,000 last season).

TODAY HIGHLIGHTS:

WEEK OF MAY 1

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 3.07 12 4237 0.91 1173 1.33 1596
CBS THIS MORNING 2.63 10 3627 0.56 717 0.83 1000
GOOD MORNING AMERICA 3.26 13 4424 0.77 985 1.14 1375

TODAY averaged 1.596 million A25-54 viewers, outperforming GMA by +221,000 (+16%) and CBS by +596,000 (+60%)

  • TODAY has ranked #1 among A25-54 viewers for 71 consecutive weeks (best streak in over four years) and 87 of the last 88 weeks
  • TODAY was the only program with week-to-week demo growth, up +5% (+83,000) and hitting its biggest A25-54 delivery in six weeks
  • TODAY held its largest A25-54 advantage over GMA in three weeks and its widest margin over CBS since the week of 1/30/2017
  • TODAY ranked #1 four out of five mornings in A25-54
  • TODAY delivered a 1.33 A25-54 rating, +0.19 points ahead of GMA and +0.50 points more than CBS

TODAY averaged 1.173 million A18-49 viewers, +188,000 (+19%) more than GMA and +456,000 (+64%) higher than CBS

  • TODAY's 0.91 A18-49 rating led GMA by +0.14 points and CBS by +0.35 points

TODAY averaged 4.237 million total viewers, leading CBS THIS MORNING by +610,000 (+17%)

  • TODAY hit an eight-week high in total viewers, posting the biggest week-to-week growth among the morning shows (+207,000, or +5%)
  • This was TODAY's biggest week-to-week gain of viewers since December 2016
  • TODAY saw its widest total viewer margin over CBS since the week of 2/27/2017

Season-to-date:

TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 49% vs. last season while its A18-49 lead over GMA has improved by 11%

TODAY's total viewer gap vs. GMA has been reduced by 21% (-187,000 vs. -236,000 last season)

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