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TODAY DOMINATES IN KEY DEMO FOR THE FIFTH STRAIGHT SEASON

#1 IN A25-54 FOR 2015-2016, 2016-2017, 2017-2018, 2018-2019, AND 2019-2020 SEASONS

TOPS GMA IN ALL-IMPORTANT KEY DEMO FOR 24 SEASONS

OWNS TWO LONGEST WINNING STREAKS IN MOST-COVETED DEMO

HOLDS ONTO #1 SPOT IN A25-54 FOR 55 WEEKS IN A ROW

NEW YORK – Sept. 15, 2020 – With one week remaining in the 2019-2020 season, TODAY was once again the #1 most-watched show in the demo most coveted by advertisers, marking five straight seasons in first place. TODAY topped ABC’s “Good Morning America” (GMA) for the 24th season in A25-54, since the start of Nielsen’s People Meters in 1987. Among all network morning shows, TODAY owns two of the longest weekly winning streaks ever in the all-important key demo.

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TODAY continues to dominate in the demo most valued by news advertisers, currently winning the season with an average of 1.175 million A25-54 viewers, outperforming GMA by +94,000 (+9%) and “CBS This Morning” (CTM) by +481,000 (+69%)

TODAY has won 12 weeks in total viewers this season. An average of 3.686 million total viewers have tuned into TODAY during the 2019-2020 broadcast season, topping CTM by +803,000 (+28%).

TODAY Digital has nearly 50 million unique visitors each month, more than 55 million video starts and is a top 10 lifestyle source for video. It sees more than triple the audience that GMA Digital audience delivers, and double the video views.*

During the 2019-2020 season, TODAY expanded and evolved in ways like never before in the show’s 68-year history. When the coronavirus pandemic hit in March, the number-one morning show quickly pivoted to a remotely-produced morning show for the first time. The show’s concert series, a summer tradition for the past 25 years gathering huge crowds on the TODAY Plaza, transformed into the Citi Music Series featuring performances, artist profiles and a digital series that spans across all hours of TODAY and online.

In July, TODAY launched TODAY All Day, the morning show’s 24/7 streaming channel on Peacock and TODAY.com. The first live-streamed event on the channel featured Al Roker’s record-setting sandwich-making event, “Rokerthon: The Great American Sandwich Relay.” The event drew tens of thousands of live viewers, set another Guinness World Records title and helped raise more than $22,000 for Feeding America and World Central Kitchen.

This month, co-anchors Savannah Guthrie and Hoda Kotb reunited in Studio 1A around a socially-distanced desk alongside Al Roker, Craig Melvin and Carson Daly for the first time since the start of the pandemic to kick off the fall season.

*Source: comscore 2020, multiplatform audience and video data, US Only. Video Metrix, Media Metrix. Desktop 2+, Mobile 13+.

WEEK OF SEPTEMBER 7-SEPTEMBER 13, 2020

TODAY HIGHLIGHTS

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.82 992 0.56 723 3,235
CBS THIS MORNING 0.54 657 0.33 426 2,653
GOOD MORNING AMERICA 0.77 929 0.48 625 3,405

TODAY averaged 992,000 A25-54 viewers, leading GMA by +63,000 (+7%) and CBS This Morning by +335,000 (+51%)

  • TODAY has now ranked #1 in A25-54 for 55 consecutive weeks (includes one tie) and 244 of the last 246 weeks.

TODAY averaged 723,000 A18-49 viewers, +98,000 (+16%) more than GMA and +297,000 (+70%) higher than CBS

  • TODAY has ranked #1 in A18-49 for 49 consecutive weeks and 113 the last 115 weeks.
  • Compared to the same week last season, TODAY’s A18-49 lead over GMA rose by 8%.

TODAY averaged 3.235 million total viewers, leading CBS This Morning by +582,000 (+22%)

Tune in to TODAY weekdays at 7:00 a.m. ET for more from Hoda Kotb and Savannah Guthrie. Follow online at TODAY.com, or on Facebook and Twitter for more.

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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