News

TODAY IS #1 IN KEY DEMO FOR 59 STRAIGHT WEEKS

Tops GMA Again in A25-54

AND - Increases Lead in Most-Coveted Demo over GMA Year-Over-Year

PLUS - TODAY Delivers Highest Total Viewership in 11 Weeks

NEW YORK – Oct. 13, 2020 – NBC News’ TODAY once again beat ABC’s “Good Morning America” (GMA) in the all-important key demo. This marks 59 straight weeks and 248 out of the past 250 weeks that TODAY has been first in A25-54. TODAY also improved its lead over GMA in the demo most-coveted by news advertisers year-over-year.

Additionally, TODAY had its best total viewer delivery in 11 weeks.

Read more here.

TODAY HIGHLIGHTSWEEK OF OCTOBER 5 - 11, 2020

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.84 1,011 0.57 733 3,308
CBS THIS MORNING 0.51 620 0.32 412 2,686
GOOD MORNING AMERICA 0.77 935 0.48 618 3,514

TODAY averaged 1.011 million A25-54 viewers, topping GMA by +76,000 (+8%) and CBS This Morning by +391,000 (+63%)

  • TODAY has now ranked #1 in A25-54 for 59 consecutive weeks (includes one tie) and 248 of the last 250 weeks
  • Compared to the same week last season, TODAY’s A25-54 advantage over GMA rose by 17%

TODAY averaged 733,000 A18-49 viewers, +115,000 (+19%) more than GMA and +321,000 (+78%) higher than CBS

  • TODAY has ranked #1 in A18-49 for 55 consecutive weeks and 117 the last 119 weeks
  • TODAY widened its A18-49 lead over GMA by 49% versus the same week last season

TODAY averaged 3.308 million total viewers, leading CBS This Morning by +669,000 (+26%)

  • TODAY posted its highest total viewer audience since the week of 7/20/2020, an 11-week high
  • Week-over-week, TODAY increased by +54,000 total viewers (a +2% gain)

2020-21 SEASON-TO-DATE (9/21/2020-10/11/2020)

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

TODAY’s A18-49 lead over GMA (+104,000) is 41% higher than the same period last season

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