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TODAY IS #1 IN KEY DEMO, POSTS BIGGEST TOTAL VIEWER GAINS

TODAY Posts Largest Total Viewer Gains Vs a Year Ago, Comes Within Just 18k Viewers of GMA for the Week

TODAY Wins Total Viewers Tuesday

TODAY Posts Best Key Demo and Total Viewer Deliveries Since Olympics

NEW YORK – February 5, 2019 – NBC New’s TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key A25-54 demo. TODAY has now won the demo for 162 straight weeks, delivering its best streak in over six years. TODAY also won in total viewers Tuesday and posted the biggest gains of the morning shows versus a year ago. TODAY delivered its best key demo and total viewer audiences since the Pyeongchang Olympics and came within just 18,000 viewers of GMA for the week.

Week over week, TODAY added more key demo viewers than CBS and GMA combined and grew a whopping 283,000 in total viewers, the largest gain among the morning news shows. Additionally, TODAY narrowed the total viewer gap by 80% versus the same week last year.

TODAY HIGHLIGHTS:

WEEK OF 1/28/2019-2/3/2019

ProgramP25-54RtgP25-54ImpsP18-49RtgP18-49ImpsP2+Imps
TODAY1.301,5670.841,0854,447
CBS THIS MORNING0.759070.516573,459
GOOD MORNING AMERICA1.141,3760.759604,465

TODAY averaged 1.567 million A25-54 viewers, leading GMA by +191,000 (+14%) and CBS This Morning by +660,000 (+73%)

  • TODAY has now ranked #1 among A25-54 viewers for 162 consecutive weeks (best streak in over six years) and 178 of the last 179 weeks
  • TODAY posted its highest A25-54 delivery since the week of 2/19/2018 (Pyeongchang Week #2) and best advantage over GMA in three weeks
  • Week-over-week, TODAY added +102,000 A25-54 viewers (+7%), more than GMA and CBS combined (+71,000). TODAY also improved its demo lead over GMA by 35% and CBS by 15%.
  • Compared to the same week last season, TODAY’s demo advantage over GMA was up 19% while its lead vs. CBS improved by 21%

TODAY averaged 1.085 million A18-49 viewers, +125,000 (+13%) ahead of GMA and +428,000 (+65%) higher than CBS

  • This was TODAY’s best A18-49 average since the week of 3/19/2018
  • TODAY’s A18-49 viewership was up +5% (+51,000) versus prior week while also doubling its lead over GMA (+125,000 vs. +62,000 prior week)

TODAY averaged 4.447 million total viewers leading CBS This Morning by +988,000 (+29%)

  • TODAY posted its biggest total viewer audience since the Pyeongchang Olympics (week of 2/12/2018)
  • Week-over-week, TODAY saw the biggest increase of viewership (+238,000, or +6%), reduced GMA’s lead by 83%, and improved its advantage over CBS by 6%
  • TODAY also saw the biggest gain versus the same week last season (+214,000, or +5%) while narrowing the gap with GMA by 80% and posting a 56% higher lead over CBS
  • TODAY won Tuesday among total viewers (+30,000 vs. GMA)
  • Compared to YAGO, TODAY grew +214,000, the most among morning shows

SEASON-TO-DATE (9/24/2018-1/27/2018)

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

TODAY is posting its biggest season-to-date total viewer lead over CBS in three years

  • TODAY’s total viewer advantage over CBS is up 33% vs. the same period last season (+961,000 vs. +725,000 last season)

Media contacts

For more information contact:

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