NBC's TODAY is #1 in Total Viewers & Key Demos for First Week Since 2012

TODAY was the number-one morning news show in total viewers and the key demos for the week of March 21, the first outright win in both categories in a non- Olympic week since June 2012.

For the week, TODAY topped ABC's "Good Morning America" by 49,000 total viewers, 180,000 in A25-54, and by 185,000 in A18-49. More viewers turned to TODAY for the breaking news coverage of the Brussels terrorist attack on Tuesday, March 22, giving TODAY a huge 693,000 total viewer win over GMA for the day. TODAY also beat GMA in total viewers on Monday (+53,000) and Wednesday (+220,000), powering the strong week.

TODAY HIGHLIGHTS - Week of March 21-25:

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.43	13	4,716	1.05	1,328	1.51	1,791
CBS THIS MORNING	2.61	10	3,587	0.60	758	0.90	1,064
GOOD MORNING AMERICA	3.46	14	4,667	0.90	1,143	1.36	1,611

TODAY averaged 4.716 million total viewers, beating GMA by +49,000 and CBS THIS MORNING by +1.129 million

• This is the first total viewer win for TODAY, excluding Olympics, since the week of June 18, 2012
• TODAY was #1 in total viewers for 3 days last week (Mon, Tue, Wed) for the first non -Olympic week since the week of June 25, 2012
• During the breaking news of the Brussels terror attack on Tuesday, March 22, TODAY had a +693,000 total viewer win over GMA, the largest non-Olympic single day total viewer win vs. GMA since March 6, 2012.

TODAY averaged 1.791 million A25-54 viewers, outperforming GMA by +180,000 (+11%) and CBS THIS MORNING by +727,000 (+68%)

• TODAY has been #1 among A25-54 viewers for 13 consecutive weeks and 29 of the last 30 weeks
• TODAY won 4 mornings in A25-54, increasing its season-to-date total to 113 daily wins out of 126 rated broadcast days

TODAY averaged 1.328 million A18-49 viewers, +185,000 (+16%) more than GMA and +570,000 (+75%) higher than CBS

• Among A18-49 viewers, TODAY has now posted 33 consecutive wins and has been #1 in 39 of the last 41 weeks and 50 of the last 54 weeks
• TODAY hit a four-week high in its A18-49 lead over GMA
• TODAY won 4 mornings and has now secured 121 daily A18-49 wins season-to-date out of 126 rated broadcast days

For the week of 3/21/2016, GMA viewership fell by double-digits YoY across all key measures while TODAY saw YoY growth

• In P2+, TODAY was up +1% (+53,000) with GMA down -14% (-742,000) and CBS up +10% (+311,000)
• In A25-54, TODAY was up +1% (+16,000) with GMA down -17% (-324,000) and CBS up +8% (+79,000)
• In A18-49, TODAY was up +1% (+9,000) with GMA down -13% (-178,000) and CBS up +5% (+34,000)

*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.

TODAY was also the number-one morning news show for the first quarter of 2016, topping GMA by 154,000 in the key demo A25-54. This is the second consecutive quarterly win for TODAY in the key demo, the first back-to-back victory since 2012. TODAY also posted its narrowest quarterly total viewer gap with GMA since the third quarter 2012. TODAY was the number-one morning show in A18-49 for the quarter.

For the quarter, TODAY has radically cut its total viewer gap with GMA by 69% (400,000) versus the first quarter last year.

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