News

TODAY IS #1 IN KEY DEMO

TODAY Wins 201 out of 203 Weeks in A25-54

TODAY Posts 6-Month Highs in Total Viewers and Key Demo

TODAY Posts Largest Across-the-Board Gains Week Over Week

NEW YORK – November 19, 2019 – TODAY was the number-one morning show last week topping “Good Morning America” in the key demo A25-54. The win marks 201 out of 203 weeks in first place. TODAY posted six-month highs in both total viewers and the key demo, delivering its largest audience since May and April. Additionally, TODAY posted the largest across-the-board gains over the competition versus the prior week.

TODAY was retitled on Wednesday and Friday due to live coverage of the House Impeachment Hearing.

TODAY HIGHLIGHTS

ProgramP25-54P25-54P18-49P18-49P2+
RtgImpsRtgImpsImps
TODAY1.091,3170.739414,069
CBS THIS MORNING0.678090.425483,049
GOOD MORNING AMERICA1.001,2070.648234,196

TODAY averaged 1.317 million A25-54 viewers, leading GMA by +110,000 (+9%) and CBS This Morning by +508,000 (+63%)

  • This was TODAY’s highest A25-54 delivery since the week of 4/15/2019 (30-week high), best demo advantage over GMA since the week of 6/3/2019 (23 weeks) and best lead over CBS since the week of 5/13/2019 (26 weeks)
  • TODAY saw the biggest increase in demo viewership versus prior week, up +5% (+68,000), while widening its lead over GMA by 24%

TODAY averaged 941,000 A18-49 viewers, +118,000 (+14%) more than GMA and +393,000 (+72%) higher than CBS

  • TODAY posted its best A18-49 average since the week of 4/15/2019 (30-week high)
  • TODAY’s A18-49 advantage increased over GMA by 16% and CBS by 7% compared to the same week last season.
  • Week-over-week, TODAY increased its A18-49 viewership by 6% (higher than GMA and CBS)

TODAY averaged 4.069 million total viewers, topping CBS by +1.020 million (+33%)

  • This was TODAY’s highest total viewership since the week of 5/6/2019 (27-week high)
  • TODAY’s total viewer lead over CBS improved by 3% versus the same week last season.
  • Week-over-week, TODAY posted the biggest total viewer increase (+4%, or +165,000), narrowed the gap vs. GMA by 12%, and expanded its lead over CBS by 13%

SEASON-TO-DATE (9/23/2019-11/17/2019)

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

In A18-49, TODAY’s:

  • Lead vs. GMA is 22% higher than the same point last season (+96,000 vs. +79,000 last season)

Media contacts

For more information contact:

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