News

TODAY IS #1 IN KEY DEMO FOR 22 STRAIGHT SWEEPS

Biggest Sweep Win Over GMA in A25-54 Since February 2019

Increases Viewership Numbers Since Last Sweep

Narrows GMA’s Total Viewer Gap by 35% Year-Over-Year

NEW YORK – Dec. 1, 2020 – For 22 consecutive sweeps, NBC News’ TODAY has been the number-one morning show in the key demo, beating ABC’s “Good Morning America” (GMA). Compared to the prior sweep, TODAY widened its lead over GMA and “CBS This Morning” in the all-important demo, while posting the biggest sweep win over GMA in A25-54 since February 2019.

TODAY also increased its total viewership since the July sweep, closing the gap on GMA’s lead by 35% since last November.

TODAY HIGHLIGHTS:

November 2020 Sweep (10/29/2020 - 11/25/2020)

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.89 1,077 0.60 779 3,484
CBS THIS MORNING 0.53 642 0.35 448 2,871
GOOD MORNING AMERICA 0.79 950 0.49 636 3,568

TODAY ranked #1 in A25-54 for the 22nd consecutive sweep

  • TODAY averaged 1.077 million A25-54 viewers, leading GMA by +127,000 (+13%) and CBS This Morning by +435,000 (+68%)
  • This was TODAY’s biggest sweep win over GMA in A25-54 since February 2019
  • TODAY posted the biggest increase of demo viewers compared to prior sweep (+103,000) and widened its advantages over both GMA (61% higher) and CBS (up 13%)
  • Compared to the November 2019 sweep, TODAY’s A25-54 lead over GMA rose by 27%

TODAY ranked #1 in A18-49 for the 24th consecutive sweep

  • TODAY averaged 779,000 A18-49 viewers, +143,000 (+22%) higher than GMA and +331,000 (+74%) more than CBS
  • TODAY saw its biggest sweep victory in A18-49 over GMA since February 2018 (PyeongChang Olympics) and its best November win since 2017
  • TODAY added the most A18-49 viewers compared to the July 2020 sweep (+100,000, or 15%) and improved its lead over GMA by 18% and CBS by 16%
  • TODAY’s A18-49 lead over GMA was 15% higher than during the November 2019 sweep

TODAY averaged 3.484 million total viewers, leading CBS by +613,000 (+21%)

  • TODAY’s total viewership was up +6% (+183,000) compared to the July 2020 sweep
  • Compared to the November 2019 sweep, TODAY reduced the total viewer gap vs. GMA by 35%

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