RATINGS: TODAY is Number One in Key Demo

NBC News' TODAY was the number-one morning show last week and for the July sweep topping "Good Morning America" in the key demo A25-54. TODAY has now won the key demo for 188 consecutive weeks, its best streak in nearly seven years. No other morning news show has been number-one in the demo for as long a streak. TODAY has also won 17 straight sweeps in the demo. Additionally, TODAY won in total viewers last Monday and Friday.

TODAY narrowed the total viewer gap with GMA by 44% versus the same week last year and by 18% versus last week. Season-to-date, only 58,000 viewers separate TODAY and GMA, and TODAY is posting its biggest lead over CBS in three years.

TODAY HIGHLIGHTS

WEEK OF 7/29

Program	P25-54 Rtg	P25-54 Imps	P18-49 Rtg	P18-49 Imps	P2+ Imps
TODAY	0.85	1,033	0.56	718	3,455
CBS THIS MORNING	0.53	634	0.33	426	2,564
GOOD MORNING AMERICA	0.5	1.032	0.52	670	3,580

TODAY averaged 1.033 million A25-54 viewers, leading GMA by +1,000 (+0.01%) and CBS THIS MORNING by +399,000 (+63%)

• TODAY has now ranked #1 among A25-54 viewers for 188 consecutive weeks (best streak in almost seven years) and 204 of the last 205 weeks. No other morning news show has been #1 in the demo for as long a streak.

TODAY averaged 718,000 A18-49 viewers, +48,000 (+7%) ahead of GMA and +292,000 (+69%) higher than CBS

TODAY averaged 3.455 million total viewers, +891,000 (+35%) more than CBS

• TODAY ranked #1 in total viewers on Monday and Friday
• TODAY closed the total viewer gap vs. GMA by 44% compared to the same week last season.
• TODAY's total viewer gap vs. GMA 18% closer than prior week.

SEASON-TO-DATE (9/24/2018-8/4/2019)

TODAY ranks #1 among A25-54 and A18-49

TODAY is seeing its largest total viewer lead over CBS season-to-date in three years

• TODAY's total viewer advantage over CBS is up 19% vs. the same period last season (+881,000 vs. +739,000 last season)
• Only 58,000 viewers separate TODAY and GMA, which is 16% narrower than the same point last season

JULY SWEEP

TODAY ranked #1 among A25-54 viewers for the 17th consecutive sweep

• TODAY averaged 1.017 million A25-54 viewers, leading GMA by +46,000 (+5%) and CBS THIS MORNING by +348,000 (+52%)

TODAY won A18-49 for the 19th consecutive sweep

• In the July Sweep, TODAY has ranked #1 among A18-49 in 27 of the last 28 years
• TODAY averaged 722,000 A18-49 viewers, +75,000 (+12%) higher than GMA and +267,000 (+59%) more than CBS
• Compared to the July 2018 sweep, TODAY's A18-49 lead over GMA increased by 42%.

TODAY averaged 3.446 million total viewers, trailing GMA by -83,000 (-2%) and leading CBS by +760,000 (+28%)

• This represents TODAY's best total viewer margin vs. GMA during a July sweep in eight years
• Compared to the July 2018 sweep, TODAY cut the total viewer gap with GMA by 59% while increasing its lead over CBS by 7%.

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