NBC's TODAY Tops GMA in Key Demo on Wednesday

NBC's TODAY continues to gain momentum, tightening the ratings race and posting daily wins. For the week of February 16, TODAY was the number-one morning show Wednesday, topping GMA by 76k in the key demo A25-54. TODAY has won 10 of the last 28 rated days in the key demo beating GMA in by at least one morning a week for six consecutive weeks. Week to week, TODAY cut the key demo gap with GMA by 69% and gained a whopping 149k viewers.

TODAY delivered its biggest total viewer audience in nearly a year (since the week of 2/24/2014, the week following the Sochi Olympics). TODAY narrowed the total viewer gap with GMA by 52% week-to-week, gaining a giant 412k viewers and posting its closest margin in eight weeks.

TODAY posted the biggest across-the-board gains of the morning shows week to week, and versus the 1Q'15 average. TODAY remains the #1 morning news program in A18-49 for the season.

*Please note data is based on a 4-day average (Tue-Fri) due to the President's Day holiday. Also, any comparisons to the same week last year are versus the final week of the Sochi Olympics.

TODAY HIGHLIGHTS:

TODAY averaged 5.329 million total viewers, leading CBS THIS MORNING by +50% (+1.778 million)

TODAY delivered its biggest audience since the week of 2/24/2014 (week following the Sochi Olympics)
TODAY narrowed the total viewer gap with GMA by 52% week-to-week, posting its closest margin in 8 weeks

TODAY averaged 2.051 million A25-54 viewers, +86% (+949,000) ahead of CBS

This was the 6th consecutive week TODAY has beaten GMA on at least one morning among A25-54 viewers (led by 76k demo viewers on Tuesday)
TODAY has won 10 of the last 28 rated days in the key demo
TODAY cut the A25-54 gap with GMA by 69% week-to-week
TODAY has trailed GMA by less than 100,000 demo viewers in four of the last five weeks and by less than 50,000 in three of those weeks
TODAY delivered a 1.72 A25-54 rating, topping CBS by +87% (+0.80)

TODAY averaged 1.513 million A18-49 viewers, leading GMA by +4% (+63,000) and CBS by +93% (+728,000)

TODAY delivered a 1.19 A18-49 rating, +4% (+0.05) more than GMA and +92% (+0.57) ahead of CBS

Week-to-week, TODAY posted the biggest across-the-board gains in total viewers (+8%, or +412,000), A18-49 viewers (+4%, or +63,000), and A25-54 viewers (+8%, or +149,000)
TODAY also saw the largest growth versus the 1Q'15 average in total viewers (+7%, or +337,000), A18-49 viewers (+3%, or +42,000), and A25-54 viewers (+6%, or +123,000)

TODAY reduced GMA's leads vs. 1Q'15 levels in both total viewers (by 32%) and A25-54 (by 56%)
Among A18-49 viewers, TODAY's lead over GMA was 34% higher than its 1Q'15-to-date average

Season-to-date, TODAY is the #1 morning news program among W/A18-49 viewers

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