News

TODAY #1 IN DEMO 63 STRAIGHT WEEKS

Beats GMA in All-Important Demo for 252 of Past 254 Weeks

Delivers Best Performance in All-Important Demo in 5 Months

Posts Multi-Month High in Total Viewers

NEW YORK – Nov. 10, 2020 – For 63 straight weeks, NBC News’ TODAY topped ABC’s “Good Morning America” (GMA) in the all-important key demo. TODAY won the demo the past 252 out of 254 weeks. Last week, TODAY posted its best performance in five months in the demo most-coveted by news advertisers, as well as a multi-month high in total viewers.

TODAY HIGHLIGHTS:

WEEK OF NOVEMBER 2 - NOVEMBER 8, 2020

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.98 1,180 0.70 901 3,696
CBS THIS MORNING 0.63 757 0.42 547 3,145
GOOD MORNING AMERICA 0.91 1,101 0.59 759 3,878

WEEK OF NOVEMBER 2 - NOVEMBER 8, 2020

TODAY averaged 1.180 million A25-54 viewers, leading GMA by +79,000 (+7%) and CBS This Morning by +423,000 (+63%)

  • TODAY has now ranked #1 in A25-54 for 63 consecutive weeks (includes one tie) and 252 of the last 254 weeks
  • This represents TODAY highest A25-54 delivery since the week of 5/11/2020 (25 weeks)
  • Week-over-week, TODAY’s A25-54 viewership increased by +144,000 (+14%) while its advantage over CBS improved by 5%

TODAY averaged 901,000 A18-49 viewers, topping GMA by +142,000 (+19%) and CBS by +354,000 (+65%)

  • TODAY has ranked #1 in A18-49 for 59 consecutive weeks and 121 of the last 123 weeks
  • TODAY posted its biggest A18-49 delivery since the week of 4/20/2020, a 28-week high
  • Versus the same week last season, TODAY’s increased its A18-49 delivery by +10,000 viewers (+1%) and widened its lead over GMA by 20% (+142,000 vs. +118,000 prior year)
  • TODAY added +159,000 A18-49 viewers week-over-week and improved its advantage over CBS by 12% (+354,000 vs. +316,000 prior week)

TODAY averaged 3.696 million total viewers, leading CBS This Morning by +551,000 (+18%)

  • This was TODAY’s largest total viewer average in 24 weeks (since the week of 5/18/2020)
  • Week-over-week, TODAY increased its total viewership +433,000 (a +13% gain)

2020-21 SEASON TO-DATE (9/21/2020-11/08/2020)

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

TODAY’s A18-49 lead over GMA (+121,000) is 27% higher than prior year and its best competitive start in three seasons

Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.

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Media contacts

For more information contact:

Alexandra Roberts
NBC News
e: Alexandra.Roberts@nbcuni.com
p: (212) 664-1913