NBC's TODAY is #1 Morning Show Among A25-54; Shrinks Total Viewer Gap with GMA

NBC News' TODAY was the number-one morning show again last week in the key A25-54 demo, while continuing to shrink the total viewer gap with ABC's "Good Morning America." TODAY has now won 36 out of the last 37 weeks in the key demo. TODAY was also the number-one morning show across-the-board on Wednesday, May 11. TODAY has now finished #1 across-the-board 14 times this season. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of May 9, TODAY topped GMA by 216,000 in A25-54 and by 125,000 in A18-49. Versus the same week last year, TODAY narrowed the total viewer gap with GMA by 58% (-142,000 last week vs. -338,000 a year ago). GMA had a 12% loss in the key demo and 6% loss in total viewers year over 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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