TODAY Continues To Dominate The Competition

NBC News' "Today" continues as the dominant morning news program topping competition across the board.  Last week's win marks "Today's" 753rd consecutive week in first place. Below are the highlights for the week ending May 2.  

Highlights:

-         TODAY averaged 5.119 million total viewers, a +13% (+591,000) advantage over GMA and +98% (+2,536,000) over Early Show.
-        TODAY has now won 753 consecutive weeks in both homes and total viewers.
-         In rating A25-54, TODAY led GMA by +50% (+7 tenths) and Early Show by +133% (+1.2 ratings points), its best win and advantage since March 22.
-         In rating A18-49, TODAY outperformed GMA by +60% (+6 tenths) and Early Show by +167% (+1 full ratings point).
-         Week-to-week, TODAY posted demo gains in rating W/M18-49 (+5%/+11%), and rating W/M/A25-54 (+4%/+8%/+5%) while extending its lead over GMA in each of these categories.  
-         TODAY grew in rating W18-49 (+5%) and rating W/A25-54 (+7%/+5%) versus the same week last season.
-         TODAY also posted increases versus its season-to-date averages in rating W18-49 (+5%) and rating W/A25-54 (+4%/+5%).
-         Season-to-date, TODAY is the only morning news program to post any demo increase (up +4% in rating W25-54) and tops second-place GMA by +27% (+1,185,000) in total viewers and +41% (+735,000) in A25-54 (000).
-         TODAY has widened its advantages over both GMA and Early Show this season in homes, total viewers, rating W/A18-49, and rating W/A25-54 compared to the same period last season.

 
 TODAY II (9 a.m. hour) & TODAY III (10 a.m. hour) Highlights:

-          TODAY II topped CBS Early Show in homes (+16%), total viewers (+14% or +362,000), rating W/M/A18-49 (+29%/+25%/+17%) and rating W25-54 (+9%).
-          TODAY II beat The View in rating M18-49 (+25%) and rating M25-54 (+40%).  
-          TODAY II posted week-to-week growth in total viewers (+1%, or +36,000), rating M/A18-49 (+25%/+17%), and rating W/M/A25-54 (+9%/+40%/+13%).
-          Season-to-date, TODAY II is up in total viewers (+1% or +42,000) and rating M18-49 (+20%) while also increasing +1% in A25-54 (000).
 
-         TODAY III averaged 1.762 million total viewers and a 0.6 A25-54 rating.
-         Week-to-week, TODAY III increased deliveries in homes (+8%), total viewers (+9%, or +147,000), rating W/M18-49 (+20%/+50%), and rating W/A25-54 (+14%/+20%).
-        TODAY III was also up versus its 2Q’10 to date averages in total viewers (+2%, or +35,000) and rating W/A25-54 (+14%/+20%).
-         Season-to-date, TODAY III is up in homes (+7%) and total viewers (+5%, or +88,000).

On its digital platforms, "Today" continued its strong performance with more than 12.6 million online streams.  This marks a top five overall and highest 2010 performance in online video streams for "Today." TODAYshow.com's stories, blog, message boards and live votes were also popular with users.

Jim Bell is the executive producer of "Today" (Monday - Friday, 7-11 a.m.).

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