News

TODAY WINS KEY DEMO FOR 72 STRAIGHT WEEKS

Posts Largest A25-54 Audience Since Thanksgiving Week, Beating GMA for 261 of Past 263 Weeks

Maintains Top Spot in All-Important Demo for the Season

Increases Number of Total Viewers Week-Over-Week

NEW YORK – Jan. 12, 2020 – For the 72nd consecutive week, NBC News’ TODAY beat both ABC’s “Good Morning America” (GMA) and “CBS This Morning” (CTM) in the demo most-coveted by news advertisers. TODAY has topped GMA and CTM in the key demo for 261 of the past 263 weeks. Last week, TODAY posted its biggest A25-54 audience in six weeks and is holding on to the number-one spot season-to-date. For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season.

Plus, TODAY’s total viewership was also up versus the prior week, once again beating CTM.

Read more here.

TODAY HIGHLIGHTS:

Week of 1/4/2021 - 1/10/2021

Program

P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.86 1,040 0.58 751 3,307
CBS THIS MORNING 0.54 653 0.36 462 2,797
GOOD MORNING AMERICA 0.83 998 0.55 706 3,617

TODAY averaged 1.040 million A25-54 viewers, leading GMA by +42,000 (+4%) and CBS This Morning by +387,000 (+59%)

  • TODAY has now ranked #1 in the key demo for 72 consecutive weeks and 261 of the last 263 weeks

  • TODAY posted its biggest A25-54 audience since Thanksgiving Week (a six-week high)
  • Week-over-week, TODAY’s A25-54 viewership rose by +12% (+109,000)

TODAY averaged 751,000 A18-49 viewers, leading GMA by +45,000 (+6%) and CBS by +289,000 (+63%)

  • TODAY is the #1 ranked morning show in A18-49 for the 68th consecutive week and 280th of the last 283 weeks

  • TODAY had its best A18-49 delivery in six weeks

TODAY averaged 3.307 million total viewers, beating CBS This Morning by +628,000 (+24%)

  • Week-over-week, TODAY increased its total viewership by +1% (+48,000)

2020-21 SEASON-TO-DATE (9/21/2020-1/10/2020)

TODAY has ranked #1 in both A25-54 and A18-49 at this point of the season for 6 consecutive years

TODAY’s A18-49 lead over GMA (+120,000) is 14% higher than prior year and its biggest advantage in three seasons

Media contacts

For more information contact:

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