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TODAY IS #1 MORNING SHOW FOR 77 STRAIGHT WEEKS IN A25-54

Doubles Demo Lead to Deliver Largest Advantage over ABC's 'Good Morning America' in Six Weeks

Beats GMA and CBS ‘This Morning’ across the Board Wednesday AND Narrows Total Viewer Gap versus GMA Week-over-Week and Year-over-Year

Maintains Top Spot in All-Important Demo Season-to-Date, Extends Winning Streak at this Point in the Season for Six Years in a Row

NEW YORK – Feb. 17, 2021 – Last week, NBC News’ TODAY once again beat ABC’s “Good Morning America” (GMA) and “CBS This Morning” in the demo most-coveted by news advertisers, marking 77 straight weeks, and 266 out of the past 268 weeks, in first place. TODAY not only won, but also more than doubled its A25-54 lead over GMA – the largest advantage over ABC’s morning show in six weeks.

TODAY also narrowed the total viewer gap against GMA both week-over-week and year-over-year, and was the number-one morning show across the board on Wednesday.

For the season, TODAY extended its winning streak in A25-54, holding on to the top spot at this point in the season for six consecutive years.

Read more here.

TODAY HIGHLIGHTS:

WEEK OF FEBRUARY 8-14, 2021

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.82 989 0.56 720 3,328
CBS THIS MORNING 0.58 695 0.39 505 2,977
GOOD MORNING AMERICA 0.70 851 0.44 567 3,446

TODAY averaged 989,000 A25-54 viewers, leading GMA by +138,000 (+16%) and CBS This Morning by +294,000 (42%)

  • TODAY has now ranked #1 in the key demo for 77 consecutive weeks and 266 of the last 268 weeks
  • This was TODAY’s widest A25-54 advantage over GMA in six weeks
  • Compared to the same week last season, TODAY’s demo lead over GMA increased by 79%
  • TODAY more than doubled its A25-54 lead over GMA week-over-week (+138,000 vs. +66,000 prior week, an increase of 109%)

TODAY averaged 720,000 A18-49 viewers, leading GMA by +153,000 (+27%) and CBS This Morning by +215,000 (+43%)

  • TODAY is the #1 ranked morning show in A18-49 for the 73rd consecutive week and 285thof the last 288 weeks
  • TODAY’s A18-49 lead over GMA hit an 11-week high, best since Thanksgiving Week (week of 11/23/2020)
  • TODAY improved its A18-49 lead over GMA by 44% versus the same week last year
  • Week-over-week, TODAY’s A18-49 delivery increased by +4,000 viewers while its lead over GMA widened by 46%

TODAY averaged 3.328 million total viewers, beating CBS This Morning by +526,000 (+18%)

  • TODAY posted its closest total viewer gap vs. GMA in six weeks
  • TODAY ranked #1 in total viewers on Wednesday morning
  • Compared to the same week last season, TODAY narrowed the total viewer gap vs. GMA by 14%
  • TODAY improved its total viewer gap vs. GMA by 39% week-over-week

2020-21 SEASON-TO-DATE (9/21/2020-2/14/2021)

TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years

TODAY’s A18-49 lead over GMA (+112,000) is 6% higher than prior year and its best advantage in three seasons

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Media contacts

For more information contact:
Alexandra Roberts
NBC News
e: Alexandra.Roberts@nbcuni.com