News

TODAY WINS KEY DEMO FOR 74 STRAIGHT WEEKS

More than Triples Lead over GMA in A25-54 Last Week

Delivers Four-Week High in Total Viewers

#1 Morning Show in All-Important Demo Season-to-Date

NEW YORK – Jan. 26, 2020 – For 74 weeks in-a-row, NBC News’ TODAY has been the number-one morning show in the demo most coveted by news advertisers beating ABC’s “Good Morning America” (GMA) and “CBS This Morning” for the past 263 out of 265 weeks. Last week, TODAY more than tripled its lead over GMA in the key demo. TODAY also posted a four-week high in total viewers.

For the season, TODAY is holding on to its top spot status in A25-54 -- a position it’s maintained at this point for six consecutive seasons.

TODAY HIGHLIGHTS:

WEEK OF 1/18/2021 - 1/24/2021

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.80 967 0.53 684 3,323
CBS THIS MORNING 0.50 609 0.34 444 2,821
GOOD MORNING AMERICA 0.77 928 0.51 656 3,529

TODAY averaged 967,000 A25-54 viewers, leading GMA by +39,000 (+4%) and CBS This Morning by +358,000 (+59%)

  • TODAY has now ranked #1 in the key demo for 74 consecutive weeks and 263 of the last 265 weeks
  • TODAY more than tripled its demo lead over GMA week-over-week (+39,000 vs. +12,000 prior week)

TODAY averaged 684,000 A18-49 viewers, leading GMA by +28,000 (+4%) and CBS by +240,000 (+54%)

  • TODAY is the #1 ranked morning show in A18-49 for the 70th consecutive week and 282nd of the last 285 weeks

TODAY averaged 3.323 million total viewers, beating CBS This Morning by +502,000 (+18%)

  • TODAY had its best total viewer delivery in four weeks
  • Week-over-week, TODAY added +39,000 viewers to its total audience and narrowed the gap vs. GMA by 17%

2020-21 SEASON-TO-DATE (9/21/2020-1/24/2020)

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 (+112,000) is 7% higher than prior year and its biggest advantage in three seasons

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Media contacts

For more information contact:

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