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News October 27, 2020

Tops GMA in All-Important Demo Again for the Month of October

Wins 250 out of 252 Weeks in A25-54

Posts Biggest Gains Amongst Morning Show Audiences

NEW YORK – Oct. 27, 2020 – NBC News’ TODAY was the number-one morning show for the month of October, topping ABC’s “Good Morning America” in the key A25-54 demo.

TODAY also won in the key demo last week. Across the board, TODAY had the best viewer gains, hitting a four-week high in A25-54.

Read more here.

TODAY HIGHLIGHTS:

October 2020 (Monthly)

Program	P25-54	P25-54	P18-49	P18-49	P2+
	Rtg	Imps	Rtg	Imps	Imps
TODAY	0.83	1,008	0.56	724	3,257
CBS THIS MORNING	0.51	611	0.32	418	2,622
GOOD MORNING AMERICA	0.78	938	0.47	611	3,457

TODAY has been the #1 morning show for 62 consecutive months (since September 2015)

• TODAY averaged 1.008 million A25-54 viewers, +70,000 (+7%) higher than GMA and +397,000 (+65%) more than CBS

TODAY has won 67 consecutive months among A18-49 viewers

• TODAY averaged 724,000 A18-49 viewers, leading GMA by +113,000 (+19%) and CBS by +306,000 (+73%)
• TODAY posted its best October A18-49 advantage over GMA in three years
• TODAY improved its advantages over GMA vs. both prior month (12% higher) and prior year (18% higher)

TODAY averaged 3.257 million total viewers, leading CBS by +635,000 (+24%)

Week of October 19-25, 2020

Program	P25-54	P25-54	P18-49	P18-49	P2+
	Rtg	Imps	Rtg	Imps	Imps
TODAY	0.85	1,026	0.57	736	3,245
CBS THIS MORNING	0.50	602	0.32	417	2,610
GOOD MORNING AMERICA	0.79	955	0.46	594	3,450

TODAY averaged 1.026 million A25-54 viewers, leading GMA by +71,000 (+7%) and CBS This Morning by +424,000 (+71%)

• TODAY has now ranked #1 in A25-54 for 61 consecutive weeks (includes one tie) and 250 of the last 252 weeks
• TODAY’s demo viewership and its advantage over CBS both hit four-week highs
• Week-over-week, TODAY posted the biggest increase of A25-54 viewers among the morning shows (+63,000, or +7%) and widened its advantages over both GMA (97% higher) and CBS (up 33%)

TODAY averaged 736,000 A18-49 viewers, outperforming GMA by +142,000 (+24%) and CBS by +319,000 (+76%)

• TODAY has ranked #1 in A18-49 for 57 consecutive weeks and 119 of the last 121 weeks
• TODAY posted its best A18-49 delivery in four weeks and its widest margin of victory over GMA in 22 weeks (since the week of May 18, 2020)
• TODAY was the only morning show to add A18-49 viewers week-over-week: up +60,000 (+9%)

TODAY averaged 3.247 million total viewers, leading CBS This Morning by +702,000 (+28%)

• Week-over-week, TODAY added more total viewers (+58,000, or +2%) than GMA and CBS combined

SEASON-TO-DATE (9/21/2020-10/25/2020)

TODAY ranks #1 among both A25-54 and A18-49 viewers

TODAY’s A18-49 lead over GMA (+106,000) is 18% higher than the same period last season

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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Media contacts

For more information contact:

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