NBC's TODAY was the number-one morning show again last week in the key demo A25-54. TODAY has now won 23 out of the last 24 weeks in the key demo, and has been within just 300k total viewers of GMA for six straight weeks. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.
For the week of February 8, TODAY topped GMA by 111k in A25-54 and by 163k in A18-49. TODAY has won every day of the 2016 calendar year in the demo. TODAY also hit a three-week high in total viewers delivering nearly 5 million for the week.
Versus the same week last year, TODAY radically cut its total viewer gap with GMA by 67% (a whopping 468k) versus the same period last season. 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 10% in the key demo and 9% 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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