'Today' Continues To Close Ratings Gap With 'GMA'

NBC’s TODAY continues to gain momentum and tighten the morning news ratings race. For the week of March 9, TODAY closed the key demo A25-54 gap with GMA by 23% versus the same week last year.  TODAY has also posted 12 daily demo wins and a total viewer win during the past two months.  TODAY remains the #1 morning news program in A18-49 for the season.

*Please Note: this was the first week of Daylight Saving Time when, historically, viewing levels for TODAY tend to decline.

TODAY HIGHLIGHTS:

Week of March 9

    TODAY averaged 4.460 million total viewers, leading CBS This Morning by +39% (+1.243 million)
    TODAY averaged 1.810 million A25-54 viewers, +75% (+774,000) more than CBS
        TODAY’s 1.51 A25-54 rating led CBS by +74% (+0.64)
    TODAY averaged 1.347 million A18-49 viewers, topping CBS by +81% (+604,000)
        TODAY delivered a 1.06 A18-49 rating, +83% (+0.48) ahead of CBS
    TODAY narrowed the A25-54 gap with GMA by 23% versus the same week last season

    Season-to-date, TODAY is the #1 morning news program among A18-49 viewers

 

RATINGS DATA:

 

TODAY.COM HIGHLIGHTS:

For the 9th straight month, Today.com reached more consumers than Goodmorningamerica.com on Yahoo.  Over 27 million unique visitors turned to Today.com in February for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 17 consecutive months (24 out of the last 25), Today.com has reached more mobile consumers than Goodmorningamerica.com on Yahoo.

Additionally, Today.com’s mobile unique visitors have grown +91% over the last 12 months while Goodmorningamerica.com on Yahoo is +8% for the same period. As such, Today.com has gone from parity in mobile unique visitors in September 2013 to nearly 3x Goodmorningamerica.com on Yahoo’s mobile visitor number in February 2015.