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NBC's TODAY is No. 1 in Key Demo for 93 Straight Weeks

By: Oct. 10, 2017
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NBC's TODAY was the number-one morning show outright, topping ABC's "Good Morning America" in total viewers and all demos last Monday, its best delivery since 11/9/16 (morning after presidential election), and its biggest non-Olympic win over GMA in more than five and a half years, since 2/6/12. *Please note, TODAY was retitled Monday due to extended coverage of the tragedy in Las Vegas, and that day is not included in the weekly averages.

For the week, TODAY was the number-one morning show in the key demo A25-54, marking 93 straight weeks in the top spot (109 of the last 110 weeks), its best streak in more than five years.

Additionally for the week, MEGYN KELLY TODAY at 9 a.m. posted 2.2 million total viewers and 642k key demo viewers. TODAY with Kathie Lee and Hoda at 10 a.m. posted more than 1.6 million total viewers and 519k key demo viewers. MEGYN KELLY TODAY and Kathie Lee and Hoda were pre-empted Monday 10/2 for Las Vegas coverage.

TODAY HIGHLIGHTS:

Net HH
Rtg		 HH
Shr		 P2+
Imps		 P18-49
Rtg		 P18-49
Imps		 P25-54
Rtg		 P25-54
Imps
TODAY 2.95 12 4,118 0.86 1,104 1.24 1,501
CBS THIS MORNING 2.70 11 3,714 0.53 687 0.82 993
GOOD MORNING AMERICA 3.22 13 4,444 0.79 1,025 1.22 1,476

*Monday 10/2/2017:

  • Please note: TODAY was retitled on Monday dues to extended coverage of the tragedy in Las Vegas and that day is not included in the weekly averages
  • TODAY averaged 6.007 million total viewers and 2.457 million A25-54 viewers on Monday
  • Highest total and A25-54 viewership for TODAY since 11/9/2016 (morning after election)
  • Largest win vs. GMA in total viewers & A25-54 (excluding Olympics) since 2/6/2012

*Week of 10/2/17 - based on a four-day average (retitled on Monday):

TODAY averaged 1.501 million A25-54 viewers, leading GMA by +25,000 (+2%) and CBS THIS MORNING by +508,000 (+51%)

  • TODAY has ranked #1 among A25-54 viewers for 93 consecutive weeks (best streak in over five years) and 109 of the last 110 weeks
  • TODAY delivered a 1.24 A25-54 rating, +0.02 points ahead of GMA and +0.42 points more than CBS

TODAY averaged 1.104 million A18-49 viewers, +79,000 (+8%) more than GMA and +417,000 (+61%) higher than CBS

  • TODAY's 0.86 A18-49 rating led GMA by +0.07 points and CBS by +0.33 points

TODAY averaged 4.118 million total viewers, leading CBS THIS MORNING by +404,000 (+11%)

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