'TODAY' #1 In Demo for Nine Months

TODAY was number one in the key A25-54 demo in May, marking nine consecutive months as the top rated morning news show. TODAY was also top rated in the key demo for the May 2016 sweep, topping GOOD MORNING AMERICA by +188,000 among A25-54. This was TODAY's biggest sweep advantage over GMA since May 2012. TODAY was also top-rated among A18-49 for the May sweep and reduced the total viewer gap vs. GMA by 60% compared to the May 2015 sweep (-182,000 during May'16 vs. -459,000 in May'15).

For the week of May 23, TODAY topped GMA by +222,000 in A25-54 and by +217,000 in A18-49. Versus the same week last year, TODAY is up +3% in total viewers and +4% in A25-54 while GMA is down double-digits. TODAY also has narrowed the total viewer gap with GMA by 73%.

*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 HIGHLIGHTS:

MAY 2016 SWEEP

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.41	13	4,683	1.05	1,330	1.50	1,784
CBS THIS MORNING	2.75	11	3,784	0.62	787	0.93	1,100
GOOD MORNING AMERICA	3.62	14	4,865	0.92	1,173	1.34	1,596

TODAY averaged 1.784 million A25-54 viewers, leading GMA by +188,000 (+12%) and CBS THIS MORNING by +684,000 (+62%)

• TODAY has been #1 among A25-54 viewers in 4 consecutive sweeps
• This was TODAY biggest A25-54 sweep advantage over GMA since May 2012
• TODAY's demo advantage vs. GMA has improved for 7 straight sweep periods
• Versus May 2015, TODAY posted a 243,000 viewer turnaround in its advantage vs. GMA (+188,000 win during May'16 vs. a -55,000 loss in May'15)

TODAY averaged 1.330 million A18-49 viewers, +157,000 (+13%) over GMA and +543,000 (+69%) more than CBS

• TODAY has been #1 in A18-49 for 6 consecutive sweeps and 85 of the last 88 sweeps (dating back to July 1994)
• TODAY posted its best May sweep A18-49 advantage over GMA since 2012
• Versus May 2015, TODAY widened its A18-49 lead over GMA by 94% (+157,000 during May'16 vs. +81,000 during May'15)

TODAY averaged 4.683 million total viewers, topping CBS by +899,000 (+24%)

• Versus May 2015, TODAY reduced the total viewer gap vs. GMA by 60% (-182,000 during May'16 vs. -459,000 in May'15)

MAY MONTHLY

TODAY has now won 9 consecutive months among A25-54 viewers

• Biggest monthly A25-54 lead over GMA since August 2012 (included London Olympics)

TODAY has been #1 among A18-49 viewers for 14 consecutive months and 32 of the last 38 months

The total viewer gap between TODAY and GMA has been below 200,000 for 4 consecutive months

WEEK OF MAY 23-27

Show Name	HH Rtg	HH Shr	P2+ Imps	P18-49 Rtg	P18-49 Imps	P25-54 Rtg	P25-54 Imps
TODAY	3.33	13	4,604	1.04	1,324	1.48	1,761
CBS THIS MORNING	2.66	10	3,646	0.58	730	0.88	1,041
GOOD MORNING AMERICA	3.56	14	4,782	0.87	1,107	1.30	1,539

TODAY averaged 1.761 million A25-54 viewers, outperforming GMA by +222,000 (+14%) and CBS THIS MORNING by +720,000 (+69%)

• TODAY has been #1 among A25-54 viewers for 22 consecutive weeks and 38 of the last 39 weeks
• TODAY posted its best A25-54 lead over GMA in 7 weeks and its best win over CBS in 6 weeks
• TODAY won all five mornings in A25-54, increasing its season-to-date total to 157 daily wins out of 171 rated broadcast days
• TODAY delivered a 1.48 A25-54 rating, +0.18 points ahead of GMA and +0.60 points more than CBS

TODAY averaged 1.324 million A18-49 viewers, +217,000 (+20%) more than GMA and +594,000 (+82%) higher than CBS

• Among A18-49 viewers, TODAY has now posted 42 consecutive wins and has been #1 in 48 of the last 50 weeks and 59 of the last 63 weeks
• TODAY had its biggest A18-49 win over the competition since 1Q: GMA since the week of 2/15/2016 and CBS since the week of 2/29/2016
• TODAY won has now secured 164 daily A18-49 wins out of 171 rated broadcast days season-to-date
• TODAY's 1.04 A18-49 rating led GMA by +0.17 points and CBS by +0.46 points

TODAY averaged 4.604 million total viewers, leading CBS THIS MORNING by 958,000 (+23%)

• TODAY had its biggest total viewer margin over CBS since the week of 3/21/2016
• The total viewer gap vs. GMA (-178,000) has been below 200,000 in 16 of the last 20 weeks, including one TODAY victory

Versus the same week last season, TODAY:

• Posted growth in total viewers (+3%, or +142,000) and A25-54 viewers (+4%, or +61,000)
• Narrowed the total viewer gap with GMA by 73% (-178,000 last week vs. -666,000 a year ago)
• Posted a 354,000 viewer turnaround in its advantage vs. GMA (+222,000 win last week vs. a -132,000 loss a year ago)
• Widened its A18-49 advantage vs. GMA by 486% (+217,000 win last week vs. +37,000 a year ago)

Season-to-date, TODAY ranks as the #1 morning news show among A25-54 and A18-49 viewers

• TODAY averages 1.825 million A25-54 viewers, leading GMA by +9% (+147,000) and CBS by +69% (+746,000). TODAY's A25-54 advantage over GMA represents a 271,000 viewer turnaround from a -124,000 deficit at this point last season.
• In A18-49, TODAY averages 1.375 million and tops GMA by +15% (+178,000) and CBS by +78% (+602,000). TODAY's A18-49 lead over GMA has improved by 146,000 viewers from last season's +32,000 lead.
• Among total viewers, the gap between TODAY and GMA is 61% narrower than last season (-228,000 season-to-date versus a -576,000 deficit at this time last season).

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