NBC's TODAY Was No. 1 Morning Show; Tops GMA in Key Demo

NBC News' TODAY was the number-one morning show last week topping ABC's "Good Morning America" once again in the key demo A25-54. TODAY has now won 68 straight weeks in the key demo (84 of 85 weeks), its best streak in more than four years. 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 53%, season to date. TODAY has also cut the total viewer gap with GMA by 25% season to date (-177,000 vs. -237,000 last season). GMA posted its lowest key demo delivery since at least 1998.

Additionally, TODAY was the number-one morning show for the month of March, the February sweep and for the first quarter of 2017 in the key demo.

TODAY HIGHLIGHTS:

Week of April 10

Net	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	2.90	12	4066	0.90	1155	1.26	1515
CBS THIS MORNING	2.59	10	3575	0.55	702	0.84	1010
GOOD MORNING AMERICA	3.14	13	4247	0.72	929	1.07	1289

For the week, TODAY averaged 1.515 million A25-54 viewers, outperforming GMA by +226,000 (+18%) and CBS by +505,000 (+50%)

• TODAY has ranked #1 among A25-54 viewers for 68 consecutive weeks (best streak in over four years) and 84 of the last 85 weeks
• TODAY posted its best demo advantages over GMA and CBS in three weeks
• Versus GMA, TODAY's A25-54 advantage improved by 79% week-to-week (+226,000 vs. +126,000 prior week) and by 23% year-over-year (+226,000 vs. +183,000 last year)
• TODAY delivered a 1.26 A25-54 rating, +0.19 points ahead of GMA and +0.42 points more than CBS
• GMA posted its lowest A25-54 delivery since at least 1990

TODAY averaged 1.155 million A18-49 viewers, +226,000 (+24%) more than GMA and +453,000 (+65%) higher than CBS

• TODAY posted its best A18-49 lead over GMA in three weeks and over CBS since the week of 3/13/2017
• TODAY improved its A18-49 advantage over GMA by 55% week-to-week and by 53% versus the same week last season
• TODAY's 0.90 A18-49 rating led GMA by +0.18 points and CBS by +0.35 points

TODAY averaged 4.066 million total viewers, leading CBS THIS MORNING by +491,000 (+14%)

• TODAY narrowed GMA's total viewer lead by 38% week-to-week (-181,000 vs. -290,000 prior week)
• TODAY trailed GMA by just -181,000 viewers, its narrowest in three weeks

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 53% vs. last season while its A18-49 lead over GMA has improved by 10%

TODAY's total viewer gap vs. GMA has been reduced by 25% (-177,000 vs. -237,000 last season)

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