TODAY Wins 167 Weeks in Key Demo, Best Streak in 6 Years 

TODAY Tops GMA in Total Viewers Monday and Tuesday, Comes Within Just 18K Viewers for the Week

TODAY Is the Only Morning Show to Post Year-to-Year Growth in Total Viewers

TODAY Shrinks Total Viewer Gap with GMA By a Giant 93% Vs. Year Ago  

NEW YORK – March 12, 2019 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key A25-54 demo, marking its biggest win over GMA in eight weeks. TODAY has now won the key demo for 167 straight weeks, delivering its best streak in over six years. 

TODAY won in total viewers Monday and Tuesday and came within just 18,000 viewers of GMA for the week. Of the morning news programs, TODAY is the only show to post total viewer growth versus a year ago, narrowing the total viewer gap with GMA by a whopping 93%.  TODAY also grew across the board week to week, growing its key demo lead over GMA by 162% and narrowing the total viewer gap by 90%. 


Program P25-54Rtg P25-54Imps P18-49Rtg P18-49Imps P2+Imps
TODAY 1.22 1,467 0.81 1,044 4,252
CBS THIS MORNING 0.76 914 0.52 670 3,361
GOOD MORNING AMERICA 1.02 1,234 0.68 878 4,270

TODAY averaged 1.467 million A25-54 viewers, leading GMA by +233,000 (+19%) and CBS This Morning by +553,000 (+60%)

  • TODAY has now ranked #1 among A25-54 viewers for 167 consecutive weeks (best streak in over six years) and 183 of the last 184 weeks
  • This represents TODAY’s highest A25-54 viewership in five weeks and its biggest lead over GMA since the week of 1/7/2019 (an eight-week high)
  • Week-over-week, TODAY increased by +38,000 A25-54 viewers (+3%) while more than doubling its lead over GMA (+233,000 vs. +89,000 prior week, a 162% increase)
  • TODAY improved its demo advantage over GMA by 78% compared to the same week last season (+233,000 vs. +131,000 prior year)

TODAY averaged 1.044 million A18-49 viewers, +166,000 (+19%) ahead of GMA and +374,000 (+56%) higher than CBS

  • TODAY’s A18-49 lead over GMA hit a six-month high, its highest mark since the week of 8/20/2018
  • Week-over-week, TODAY added +29,000 A18-49 viewers (+3%) and more than doubled its lead over GMA (+166,000 vs. +59,000 prior week, a 181% improvement)
  • TODAY’s A18-49 advantage over GMA was also 77% higher than the same week last season (+166,000 vs. +94,000 prior year)

TODAY averaged 4.252 million total viewers topping CBS This Morning by +891,000 (+27%)

  • TODAY ranked #1 on two mornings: Monday and Tuesday
  • TODAY posted its biggest total viewer audience in five weeks, increasing by +68,000 viewers versus prior week
  • TODAY was the only morning news program to grow its total viewership versus prior year (+2%, or +31,000)
  • TODAY also narrowed its total viewer gap vs. GMA by 91% week-over-week and 93% year-over-year

SEASON-TO-DATE (9/24/2018-3/3/2019)

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

TODAY is posting its biggest season-to-date total viewer lead over CBS in three years

o   TODAY’s total viewer advantage over CBS is up 21% vs. the same period last season (+937,000 vs. +774,000 last season)

For more information contact:

Megan Stackhouse
NBC News

p: 212-664-6205

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