NBC's TODAY Wins 6th Straight Quarter in Key Demo

NBC News' TODAY posted big wins as the number-one morning show last week, for the month of March, and for the first quarter 2017, topping ABC's "Good Morning America" in the key demo 25-54 in all three measures. This marks TODAY's sixth straight quarterly win, its 19th straight monthly win, and its 65th straight weekly win in the key demo. TODAY delivered its biggest first quarter and March wins over GMA in five years. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 35% closer (-168,000 versus -257,000) versus last season.

Additionally, TODAY won the February sweep in the key demo, and last year, TODAY won eight weeks in total viewers including the week of the presidential election, the month of December, and the third quarter.

TODAY HIGHLIGHTS:

1st QUARTER 2017

TODAY averaged 1.662 million A25-54 viewers, leading GMA by +183,000 (+12%) and CBS by +591,000 (+55%)

• TODAY has been #1 in A25-54 for 6 straight quarters
• This is TODAY's biggest 1Q win over GMA in the demo since 2012
• Compared to 1Q'16, TODAY improved its advantage over GMA by 19% (+183,000 vs. +154,000 last year)

TODAY averaged 1.235 million A18-49 viewers, topping GMA by +156,000 (+14%) and CBS by +455,000 (+58%)

• TODAY has been #1 in A18-49 for 17 consecutive quarters and in 89 of the last 90 quarters (dating back to 4Q 1994)

TODAY averaged 4.327 million total viewers, leading CBS THIS MORNING by +633,000 (+17%)

MARCH 2017

TODAY averaged 1.633 million A25-54 viewers, +188,000 (+13%) more than GMA and +563,000 (+53%) more than CBS

• TODAY posted its 19th consecutive monthly win among A25-54 (and 20th of the last 21 months)
• TODAY improved its advantage over GMA versus the prior month (by 44%) and the same month last year (up 14%)
• TODAY had its biggest March win over GMA since 2012

TODAY averaged 1.236 million A18-49 viewers, leading ABC by +160,000 (+15%) and CBS by +464,000 (+60%)

• TODAY has won 24 consecutive months among A18-49 viewers
• TODAY improved its A18-49 lead over GMA versus prior month (up 25%) and the same month in 2016 (up 28%)
• TODAY had its best March A18-49 advantage over GMA in five years

TODAY averaged 4.206 million total viewers, leading CBS by +567,000 (+16%)

WEEK OF MARCH 20-26, 2017

Net	HHRtg	HHShr	P2+Imps	P18-49Rtg	P18-49Imps	P25-54Rtg	P25-54Imps
TODAY	2.95	12	4100	0.95	1217	1.35	1624
CBS THIS MORNING	2.58	10	3543	0.60	766	0.88	1057
GOOD MORNING AMERICA	3.15	13	4268	0.77	991	1.13	1353

TODAY was the #1 morning news broadcast across-the-board on Monday, leading GMA by +239,000 total viewers, +394,000 A25-54 viewers, and +317,000 A18-49 viewers

For the week, TODAY averaged 1.629 million A25-54 viewers, outperforming GMA by +271,000 (+20%) and CBS by +567,000 (+54%)

• TODAY has ranked #1 among A25-54 viewers for 65 consecutive weeks (best streak in over four years) and 81 of the last 82 weeks
• TODAY improved its A25-54 lead over GMA for the fourth straight week, hitting its widest advantage since the week of 12/12/2016
• Compared to the same week last season, TODAY's advantage over GMA was up 51% (+271,000 vs. +180,000 last year)
• TODAY delivered a 1.35 A25-54 rating, +0.22 points ahead of GMA and +0.47 points more than CBS

TODAY averaged 1.217 million A18-49 viewers, +226,000 (+23%) more than GMA and +451,000 (+59%) higher than CBS

• TODAY's lead over GMA was up 22% compared to the same week last season (+226,000 vs. +185,000 last year)
• TODAY's 0.95 A18-49 rating led GMA by +0.18 points and CBS by +0.35 points

TODAY averaged 4.100 million total viewers, leading CBS THIS MORNING by +557,000 (+16%)

• Week-to-week, TODAY closed the gap with GMA by 32% (-168,000 vs. -247,000 prior week) and improved its lead over CBS by 13% (+557,000 vs. +492,000 prior week)
• TODAY's total viewer delivery increased by +72,000 (+2%) week-to-week

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 64% vs. last season while its A18-49 lead over GMA has improved by 9%

TODAY's total viewer gap vs. GMA has been reduced by 32% (-168,000 vs. -247,000 last season)

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