'Today' Wins Big In Demo

TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week TODAY Posted Its Best Demo Delivery Since the Rio Olympics and Best Non-Olympic Delivery in Nearly 5 Months TODAY Cut the Total Viewer Gap with GMA by a Giant 67% Versus the Same Week Last Season TODAY Is Up in Total Viewers and the Key Demo While GMA Is Down Versus a Year Ago

NEW YORK – October 11, 2016 – NBC News’ TODAY was once again the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54.  The win marked TODAY’s best A25-54 average since the Rio Olympics (week of 8/15/2016) and its best non-Olympic average in nearly five months (week of 5/16/2016).  TODAY has now won the key demo for more than 12 consecutive months, 57 out of the last 58 weeks. TODAY continues to shrink the total viewer gap with GMA with only 136,000 viewers between the shows for the week.  TODAY won the third quarter 2016 and the month of August outright in total viewers and the key demo, and it was the number-one morning show in both A25-54 and A18-49 for the 2015/2016 season.

For the week of October 3, TODAY topped GMA by a giant 242,000 in A25-54 and by 214,000 in A18-49.  The total viewer gap between TODAY and GMA is 67% closer than the same week last season (-136,000 versus -409,000).  GMA is down -4% in the key demo and -3% in total viewers while TODAY is up +8% in the key demo and +3% versus a year ago.  

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.

TODAY HIGHLIGHTS:

TODAY showed across-the-board improvement in viewership vs. prior year while ABC lost both total and A25-54 viewers

TODAY averaged 1.791 million A25-54 viewers, outperforming GMA by +242,000 (+16%) and CBS This Morning by +681,000 (+61%)

SOURCE: NBC