NBC's TODAY Wins 9 Weeks Straight in Key Demo

TODAY was once again the number-one morning show in the key demo A25-54 last week. TODAY's win marks nine straight weeks in first place beating GOOD MORNING AMERICA in the key demo for sixteen weeks this year. TODAY is also the number-one morning show in A25-54 and A18-49 for the 2015 season, a first since September/October 2011.

For the week of October 26, TODAY topped GMA by 76k, and brought its 2015 total of daily demo wins to 81. The win marks the first time TODAY has won nine straight weeks in the key demo since May-July 2012.

Season to date, TODAY has radically cut its total viewer gap with GMA by 48% (a whopping 380k) versus the same period last year. GMA is the only morning show down double digits, suffering a 19% loss in the key demo and an 11% loss in total viewers, season to date. GMA is also down 17% in the key demo and 10% in total viewers versus the same week last year. TODAY remains the number-one show in A18-49 for the year.

TODAY HIGHLIGHTS:

TODAY was #1 in A25-54 with 1.753 million viewers, +5% (+76,000) more than GMA and +81% (+783,000) ahead of CBS This Morning

TODAY has now won 9 consecutive weeks among A25-54 viewers, its best demo winning streak in over three years (since May-July of 2012)
TODAY's A25-54 audience rose for the third straight week, hitting its best delivery since the week of 9/14/2015
TODAY won four mornings during the week, bringing its 2015 totals to 81 daily demo wins and 16 weekly victories
TODAY delivered a 1.48 A25-54 rating, leading ABC by +0.07 points and CBS by +0.66 points
TODAY averaged 1.324 million A18-49 viewers, outperforming GMA by +18% (+203,000) and CBS by +95% (+646,000)

TODAY posted its best A18-49 delivery in four weeks
TODAY's 1.04 A18-49 rating was +0.16 points higher than GMA and +0.51 points better than CBS
TODAY averaged 4.384 million total viewers, +31% (+1.035 million) higher than CBS

For the third week in a row, TODAY topped CBS by more than one million total viewers
On Friday, TODAY came to within 182,000 total viewers of GMA, its closest Friday margin since 5/22/2015
Week-to-week, TODAY added +11,000 A25-054 viewers and +3,000 A18-49 viewers

Season-to-date, TODAY is the #1 morning news program among A25-54 and A18-49 viewers

In A25-54, TODAY leads GMA by +5% (+79,000) and CBS by +79% (+754,000). TODAY's A25-54 advantage over GMA represents a 138% turnaround from a -209,000 deficit at this point last season.
Among total viewers, the gap between TODAY and GMA has been reduced by 48% (-408,000 season-to-date versus a -788,000 deficit at this time last season)
Versus the same week last season, TODAY saw 153% turnaround in the A25-54 demo, winning by +76,000 versus a -144,000 loss last year

In total viewers, the margin was 23% closer than last year (-495,000 last week versus -641,000 a year ago). Among A18-49 viewers, TODAY's +203,000 win over GMA was also a reversal from a -3,000 loss last year.
TODAY was up compared to 4Q'15-to-date levels among A25-54 viewers (+3%, or +51,000) and A18-49 viewers (+2%, or +21,000)

GMA is the only morning show down double digits in both the key demo and total viewers for the season and versus the same week last year.

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