NBC News' TODAY was once again the number-one morning show in the key A25-54 demo last week. TODAY has now won the key demo more than for 12 consecutive months, 52 out of the last 53 weeks. TODAY continues to shrink the total viewer gap with ABC's "Good Morning America" with only 160,000 viewers between the shows for the week. TODAY won the month of August outright in total viewers and the key demo, and it continues as the number-one morning show in both A25-54 and A18-49 for the season.
For the week of August 29, TODAY topped GMA by a giant 266,000 in A25-54 and by 238,000 in A18-49. The gap between TODAY and GMA is 72% closer than last season (-149,000 season-to-date versus -541,000 at this time last season). Versus the same week last year, TODAY cut the total viewer gap with GMA by 65% (-160,000 last week vs. -456,000 a year ago). This season, GMA is down in both A25-54 (-9%) and A18-49 (-5%) year-over-year while TODAY is up in both measures.
*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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