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‘TODAY’ WINS NOVEMBER SWEEP IN KEY DEMO

TODAY is #1 in A25-54 for 18 Straight Sweeps, More than Doubles Its Lead Over GMA Vs. Prior Sweep

TODAY Tops GMA in Key Demo for Week

TODAY Wins Monday in Total Viewers

NEW YORK – December 3, 2019 – NBC News’ TODAY was the number-one morning show for the November 2019 sweep, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the key demo for 18 consecutive sweeps. Since the July sweep, TODAY posted the most growth in the key demo, increasing its lead over GMA by a whopping 115%.

Additionally, TODAY won the week in the key demo, marking 203 out of 205 weeks in first place. TODAY posted a seven-month high in the key demo, delivering its largest audience since May. TODAY won in total viewers Monday and narrowed the gap with GMA by 75% for the week. TODAY also posted its largest advantage in A18-49 over GMA since the Pyeongchang Olympics. TODAY was rated Monday and Tuesday of last week due to the Thanksgiving holiday.

TODAY HIGHLIGHTS:

NOVEMBER 2019 SWEEP

TODAY won its 18th consecutive sweep among A25-54 viewers

  • TODAY averaged 1.279 million A25-54 viewers, leading GMA by +99,000 (+8%) and CBS This Morning by +512,000 (+67%)
  • Compared to the prior sweep (July 2019), TODAY added the most A25-54 viewers (+262,00, an increase of +26%), more than doubled its lead over GMA (115% higher), and improved its advantage over CBS by 47%

TODAY won its 20th consecutive sweep among A18-49 viewers

  • TODAY averaged 920,000 A18-49 viewers, +124,000 (+16%) higher than GMA and +404,000 (+78%) more than CBS
  • Versus the prior sweep (July 2019), TODAY saw the biggest increase of A18-49 viewers (+198,000, or +27%), and widened its advantages over both GMA (65% higher) and CBS (51% higher)
  • Compared to November 2018, TODAY’s A18-49 lead over GMA grew by 28%.

TODAY averaged 3.936 million total viewers, leading CBS by +981,000 (+33%)

  • TODAY improved its total viewer lead over CBS by 29% compared to the July 2019 sweep.

WEEK OF NOVEMBER 25-DECEMBER 1, 2019

ProgramP25-54P25-54P18-49P18-49P2+
RtgImpsRtgImpsImps
TODAY1.051,2740.729353,890
CBS THIS MORNING0.627480.384902,808
GOOD MORNING AMERICA0.901,0900.577403,916

TODAY averaged 1.274 million A25-54 viewers, leading GMA by +184,000 (+17%) and CBS This Morning by +526,000 (+670%)

  • This was TODAY’s best lead over GMA since the week of 4/15/2019 (32 weeks) and CBS since the week of 5/13/2019 (28-week high)
  • Compared to the same week last season, TODAY’s A25-54 advantage over GMA grew by 42%.
  • Week-over-week, TODAY improved its leads over both GMA (82% higher) and CBS (4% higher).

TODAY averaged 935,000 A18-49 viewers, +195,000 (+26%) more than GMA and +445,000 (+91%) higher than CBS

  • TODAY posted its largest advantage over GMA since the Pyeongchang Olympics (week of 2/19/2018)
  • Versus the same week last season, TODAY’s A18-49 lead over GMA more than quadrupled while also growing its advantage over CBS by 23%.
  • TODAY’s lead over GMA was 25% higher than prior week.

TODAY averaged 3.890 million total viewers, topping CBS by +1.082 million (+39%)

  • This was TODAY’s largest total viewer lead over CBS in 46 weeks (since the week of 1/7/2019)
  • TODAY’s total viewer lead over CBS improved by 13% versus the same week last season.
  • Compared to prior week, TODAY cut the total viewer gap with GMA by 75% and increased its own lead over CBS by 2%.

SEASON-TO-DATE (9/23/2019-12/1/2019)

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

In A18-49, TODAY’s:

  • Lead vs. GMA is 33% higher than the same point last season (+105,000 vs. +79,000 last season)

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Media contacts

For more information contact:

Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
p: 212-664-6205