‘TODAY’ IS #1 FOR 17 STRAIGHT MONTHS IN DEMO

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Tuesday, January 31, 2017 – 12:28

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NEW YORK – January 31, 2017 – NBC News’ TODAY was the number-one morning show for the month of January topping ABC’s “Good Morning America” in the key demo A25-54.  The win marks TODAY’s 17th straight month (57 straight weeks) in first place in the key demo, a first in four years, and its best January demo win over GMA in five years. TODAY also won last Wednesday outright, besting GMA in both total viewers and all demos.  TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, season to date, and the total viewer gap between the two shows is 63% closer (-107,000 versus -290,000) versus last season. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election, the month of December, and the third quarter. 

TODAY HIGHLIGHTS: 

MONTHLY – JANUARY 2017

Net HH
Rtg
HH
Shr
P2+
Imps
P18-49
Rtg
P18-49
Imps
P25-54
Rtg
P25-54
Imps
TODAY 3.18 13 4,445 0.97 1,240 1.41 1,690
CBS THIS MORNING 2.67 10 3,672 0.59 762 0.87 1,044
GOOD MORNING AMERICA 3.40 13 4,646 0.83 1,063 1.25 1,497

TODAY has been #1 among A25-54 viewers for 17 consecutive months and 18 of the last 19 months

  •  TODAY averaged 1.690 million A25-54 viewers, leading GMA by +193,000 (+13%) and CBS This Morning by +646,000 (+62%)
  •  TODAY posted its biggest January A25-54 advantage over GMA since 2012
  •  Versus January 2016, TODAY improved its advantage over GMA by 24%

TODAY has won 22 consecutive months among A18-49 viewers (and 24 of the last 26 months)

  •  TODAY averaged 1.240 million A18-49 viewers, +177,000 (+17%) more than ABC and +478,000 (+63%) higher than CBS
  •  TODAY had its best January A18-49 lead over GMA since 2012
  •  Compared to January 2016, TODAY’s A18-49 lead over GMA was up 9%

TODAY averaged 4.445 million total viewers, leading CBS by +773,000 (+21%)

WEEK OF JANUARY 23

Net HH
Rtg
HH
Shr
P2+
Imps
P18-49
Rtg
P18-49
Imps
P25-54
Rtg
P25-54
Imps
TODAY 3.18 12 4,477 1.03 1,322 1.47 1,768
CBS THIS MORNING 2.78 11 3,833 0.63 802 0.93 1,116
GOOD MORNING AMERICA 3.45 13 4,724 0.87 1,119 1.30 1,558

For the week, TODAY averaged 1.768 million A25-54 viewers, outperforming GMA by +210,000 (+13%) and CBS by +652,000 (+58%)

  •  TODAY has ranked #1 among A25-54 viewers for 57 consecutive weeks (best streak in over four years) and 73 of the last 74 weeks
  •  TODAY posted its biggest demo audience in six weeks (since the week of 12/12/2016)
  •  TODAY won all five mornings in A25-54 last week, extending its #1 streak to 156 consecutive broadcasts dating back to June 10, 2016
  •  Week-to-week, TODAY added +72,000 A25-54 viewers and improved its lead over GMA by 11%
  •  Compared to the same week last season, TODAY widened its A25-54 advantage over GMA by 74% (+201,000 vs. +121,000 last year)
  •  TODAY delivered a 1.47 A25-54 rating, +0.17 points ahead of GMA and +0.54 points more than CBS

TODAY averaged 1.322 million A18-49 viewers, +203,000 (+18%) more than GMA and +520,000 (+65%) higher than CBS

  •  TODAY had its biggest A18-49 audience since the week of 12/12/2016 and its best advantage over GMA since the week of 12/19/2016
  •  TODAY saw the biggest week-to-week gain in A18-49 viewers (+103,000, or +8%)
  •  TODAY’s 1.03 A18-49 rating led GMA by +0.16 points and CBS by +0.40 points

TODAY averaged 4.477 million total viewers, leading CBS This Morning by +644,000 (+20%)

Season-to-date:

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

  •  TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs
  •  TODAY has increased its A25-54 advantage over GMA by 90% vs. last season (+240,000 vs. +126,000 in 2015-16) while its A18-49 lead over GMA has improved by 18% (+228,000 vs. +193,000 last season)

TODAY’s total viewer gap vs. GMA has been reduced by 63% (-107,000 vs. -290,000 last season)

TODAY DIGITAL HIGHLIGHTS: 

TODAY reached more consumers than GMA on Yahoo with over 37.9 million unique visitors turning to TODAY.com in December for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 36 consecutive months (45 out of the last 46), TODAY.com has reached more mobile consumers than GMA on Yahoo.

TODAY.com mobile unique visitors have grown +5% over the last 12 months while GMA on Yahoo declined -20% for the same period. TODAY.com has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo’s mobile visitor number in December 2016.

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