NBC's TODAY Wins the Week in Key Demo

NBC's TODAY was the number-one morning show in the key demo A25-54, beating GOOD MORNING AMERICA for three out of the last four weeks, and four out of the last seven weeks. The win marks the first time TODAY has posted four weekly key demo wins since a similar stretch at the start of 2013.

For the week of June 1, TODAY has narrowed the key demo gap by a giant 64% and the total viewer gap by 27%, quarter-to-date versus the same period last year. TODAY has also closed the total viewer gap with GMA by 46% versus the same week last year and by 42% week to week. TODAY was the only morning news broadcast to post gains across the board in total viewers (+140k), A25-54 viewers (+46k), and A18-49 viewers (+4k) week to week.

TODAY has posted four weekly demo wins and a daily total viewer win this year. TODAY remains the number-one morning news program in A18-49 for the season and year.

TODAY HIGHLIGHTS:

TODAY was #1 among A25-54 viewers for the 3rd time in the last 4 weeks, 4th time in the last 7 weeks

TODAY averaged 1.746 million A25-54 viewers, leading GMA by +9,000 (+1%) and CBS THIS MORNING by +793,000 (+83%)
TODAY's 1.46 A25-54 rating, +0.01 higher than GMA and +0.66 better than CBS
TODAY was #1 among A18-49 viewers for the week

TODAY averaged 1.328 million A18-49 viewers, +12% (+138,000) more than GMA and +98% (+658,000) ahead of CBS
TODAY delivered a 1.05 A18-49 rating, topping GMA by +0.11 and CBS by +0.52
TODAY averaged 4.602 million total viewers, +34% (+1.165 million) higher than CBS

TODAY saw closer total viewers gap with GMA versus the same week last season (by 46%), week-to-week (by 42%), and compared to the 2Q'15 average (by 20%)

Week-to-week, TODAY was the only morning news broadcast to post gains in total viewers (+140,000), A18-49 viewers (+4,000) and A25-54 viewers (+46,000)

Comparing the current 2Q'15-to-date period versus last year, TODAY has narrowed GMA's advantages in both total viewers (by 27%) and A25-54 viewers (by 64%)

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

WEEK OF JUNE 1

RATINGS DATA:

Program	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.34	13	4,602	1.05	1,328	1.46	1,746
CBS THIS MORNING	2.48	10	3,437	0.53	670	0.80	953
GOOD MORNING AMERICA	3.73	15	4,986	0.94	1,190	1.45	1,737

TODAY.COM HIGHLIGHTS:

For the 11th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo. Over 30 million unique visitors turned to Today.com in April for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 19 consecutive months (26 out of the last 27),Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com's mobile unique visitors have grown +90% over the last 12 months while Goodmorningamerica.com on Yahoo has remained flat for the same period. As such, Today.comhas gone from parity in mobile unique visitors in September 2013 to nearly 3x Goodmorningamerica.com on Yahoo's mobile visitor number in April 2015.

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NBC's TODAY is the news program that informs, entertains, inspires and sets the agenda each morning for Americans. Airing live from 7 am to 11 am ET, TODAY reaches more than 5 million people every day through its broadcast, and millions more through TODAY.com, the TODAY app, and social media platforms. Matt Lauer, Savannah Guthrie, Al Roker, Natalie Morales, Willie Geist, Tamron Hall, Carson Daly, Hoda Kotb, and Kathie Lee Gifford are the anchors and hosts, Noah Oppenheim is the SVP and Executive in Charge, and Don Nash is the executive producer.

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