News

TODAY IS #1 IN KEY DEMO

TODAY Wins 178 Weeks in Key Demo, Best Streak in 6 Years

TODAY Tops GMA in Total Viewers Tuesday and Wednesday, Comes Within Just 59k Viewers for the Week

TODAY Shrinks Total Viewer Gap with GMA Year Over Year and Week Over Week

TODAY Posts Its Best Total Viewer Lead Over CBS in 3 Years

NEW YORK – May 29, 2019 – NBC News’ TODAY was the number-one morning show for the week, topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won 178 consecutive weeks in the demo, its best streak in over six years. TODAY won in total viewers Tuesday and Wednesday and came within just 59,000 viewers of GMA for the week. TODAY also won the month of May in the demo, its 45th straight month in the top spot. Additionally, TODAY narrowed the total viewer gap with GMA by 31% versus the prior year and 18% versus the prior week. Season-to-date, TODAY is posting its best total viewer lead over CBS in three years, and is within just 47,000 viewers of GMA.

TODAY HIGHLIGHTS

WEEK OF MAY 20-26, 2019

ProgramP25-54
Rtg
P25-54
Imps
P18-49
Rtg
P18-49
Imps
P2+
Imps
TODAY1.031,2450.719093,915
CBS THIS MORNING0.637580.405173,062
GOOD MORNING AMERICA0.951,1430.617813,974

 

TODAY averaged 1.245 million A25-54 viewers, outperforming GMA by +1302,000 (+9%) and CBS This Morning by +487,000 (+64%)

  • TODAY has now ranked #1 among A25-54 viewers for 178 consecutive weeks (best streak in over six years) and 194 of the last 195 weeks

TODAY averaged 909,000 A18-49 viewers, +128,000 (+16%) ahead of GMA and +392,000 (+76%) higher than CBS

TODAY averaged 3.9215 million total viewers, topping CBS by +853,000 (+28%)

  • TODAY won both Tuesday and Wednesday among total viewers
  • The gap between TODAY and GMA was 18% narrower than prior week.
  • TODAY’s total viewer gap vs. GMA closed by 31% compared to the same week last season.

SEASON-TO-DATE (9/24/2018-5/19/2019)

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

TODAY is having its best total viewer lead over CBS season-to-date in three years

  • TODAY’s total viewer advantage over CBS is up 21% vs. the same period last season (+903,000 vs. +745,000 last season)
  • Only 47,000 viewers separate TODAY and GMA, a margin or just 1%

MAY 2019

TODAY has ranked #1 in A25-54 for 45 consecutive months, its best monthly streak in over six years

  • TODAY averaged 1.270 million A25-54 viewers, leading GMA by +109,000 (+9%) and CBS This Morning by +510,000 (+67%)
  • For the 10th straight month, TODAY led GMA by at least 100,000 demo viewers

TODAY won its 50th consecutive month among A18-49 viewers, the program’s best streak in over six years

  • TODAY averaged 921,000 A18-49 viewers, +130,000 (+16%) ahead of GMA and +395,000 (+75%) higher than CBS
  • TODAY ranked #1 in A18-49 during the month of May for the 25th straight year
  • TODAY improved its A18-49 lead over CBS by 5% vs. prior month.
  • TODAY increased its advantage over GMA by 19% vs. May 2018.

TODAY averaged 3.953 million total viewers, +890,000 (+29%) more than CBS

  • TODAY posted its closest total viewer gap in May vs. GMA in seven years and its widest lead over CBS in three years
  • TODAY’s A18-49 lead over CBS was up 4% vs. prior month.
  • TODAY’s A18-49 advantage over CBS improved by 11% vs. May 2018.

Media contacts

For more information contact:

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