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TODAY IS #1 MORNING SHOW IN KEY DEMO FOR FIVE CONSECUTIVE SEASONS

TODAY IS #1 MORNING SHOW IN KEY DEMO FOR FIVE CONSECUTIVE SEASONS

Beats GMA in Most-Coveted Demo for 20 Straight Quarters

Wins Top Spot in A25-54 for 245 of Past 247 Weeks

PLUS – TODAY’s Key Demo Lead More Than Six Times Higher than GMA Year-Over-Year

NEW YORK – Sep. 22, 2020 – TODAY is once again the #1 most-watched show in the all-important key demo, marking five straight seasons in first place. TODAY topped ABC’s “Good Morning America” (GMA) for the 25th season in A25-54, since the start of Nielsen’s People Meters in 1987. NBC News’ morning show is also closing the third quarter of 2020 in the top spot in the demo most coveted by advertisers. The win marks 20 straight quarters at #1 for TODAY in A25-54. And TODAY more than doubled its Q3 lead over GMA in the demo.

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For 56 weeks straight – and 245 out of 247 weeks – TODAY has won the demo. Versus the prior week, TODAY posted the biggest audience gains in A25-54 and total viewers among the morning shows. Last week, TODAY’s lead in the key demo was more than six times higher than GMA year-over-year.TODAY HIGHLIGHTS

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.97 1,172 0.65 841 3,677
CBS THIS MORNING 0.57 692 0.36 469 2,878
GOOD MORNING AMERICA 0.89 1,078 0.55 716 3,764

TODAY wins its 5th consecutive season among A25-54 viewers

  • TODAY averaged 1.172 million A25-54 viewers, leading GMA by +94,000 (+9%) and CBS This Morning by +480,000 (+69%)

TODAY ranks #1 in A18-49 for the 27th consecutive season (since the 1993-94 season)

  • TODAY averaged 841,000 A18-49 viewers, outperforming GMA by +125,000 (+17%) and CBS by +372,000 (+79%)
  • TODAY’s A18-49 advantage over GMA rose 33% compared to prior season, while its lead over CBS increased 2%

TODAY averaged 3.677 million total viewers, leading CBS by +799,000 (+28%)

3RD QUARTER 2020

Program

P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.80 970 0.53 688 3,246
CBS THIS MORNING 0.49 590 0.30 394 2,588
GOOD MORNING AMERICA 0.74 891 0.45 580 3,336

TODAY won its 20th consecutive quarter among A25-54 viewers

  • TODAY averaged 970,000 A25-54 viewers during 3Q, +79,000 (+9%) higher than GMA and +380,000 (+64%) more than CBS

  • Compared to prior year, TODAY more than doubled its 3Q demo lead over GMA while its lead over CBS increased by 1%

TODAY has been #1 in A18-49 for 31 consecutive quarters and 103 of the last 104 quarters

  • TODAY averaged 688,000 A18-49 viewers, +108,000 (+19%) more than GMA and +294,000 (+75%) higher than CBS

  • Compared to prior year, TODAY’s A18-49 lead over GMA during 3Q rose by 69%

TODAY averaged 3.246 million total viewers, leading CBS by +658,000 (+25%)

  • TODAY improved its quarterly total viewer gap vs. GMA compared to both prior quarter (31% closer) and prior year (25% closer)

WEEK OF SEPTEMBER 14-20, 2020

Program

P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.84 1,012 0.57 741 3,291
CBS THIS MORNING 0.50 598 0.31 406 2,618
GOOD MORNING AMERICA 0.78 939 0.50 642 3,445

TODAY averaged 1.012 million A25-54 viewers, leading GMA by +73,000 (+8%) and CBS This Morning by +414,000 (+69%)

  • TODAY has now ranked #1 in A25-54 for 56 consecutive weeks (includes one tie) and 245 of the last 247 weeks

  • This was TODAY’s highest A25-54 delivery since the week of 6/8/2020, a 14-week high
  • Versus the same week last season, TODAY’s demo lead over GMA was over six times higher while its lead over CBS rose by 4%
  • Week-over-week, TODAY saw the biggest gain of A25-54 viewers (up +19,000) and widened its leads over both GMA (16% higher) and CBS (24% higher)

TODAY averaged 741,000 A18-49 viewers, +99,000 (+15%) more than GMA and +335,000 (+82%) higher than CBS

  • TODAY has ranked #1 in A18-49 for 52 consecutive weeks and 114 the last 116 weeks

  • This was TODAY’s highest A18-49 average in 15 weeks (since the week of 6/1/2020)
  • Week-over-week, TODAY added +16,000 A18-49 viewers and widened its lead over CBS by 13%

TODAY averaged 3.291 million total viewers, leading CBS This Morning by +673,000 (+26%)

  • TODAY posted its best total viewer delivery in six weeks (since week of 8/3/2020)

  • Compared to the same week last season, TODAY narrowed the total viewer gap vs. GMA by 18%
  • TODAY saw the biggest gain in total viewership versus prior week, up +54,000, while also reducing the gap vs GMA by 10% and increasing its advantage over CBS by 16%

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Media contacts

For more information contact:

Alexandra Roberts
NBC News
e: Alexandra.Roberts@nbcuni.com
p: (212) 664-1913