February 07, 2013 'TODAY' IS NO. 1 MORNING SHOW 4 OUT OF 5 WEEKS IN A25-54 TODAY Leads GMA by 27K in A25-54 Over the Past Five Weeks Over the Past Five Weeks, TODAY Posts a 126K Viewer Gain in A25-54 Versus the Prior STD Period TODAY Is the Only Morning Show to Post Week-to-Week Growth in Total Viewers TODAY Had Its Best Deliveries in Total Viewers and A25-54 Since the Week of the Presidential Election (November 5, 2012)
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NEW YORK - February 7, 2013 - NBC's TODAY was the number-one morning show for the week of January 21 in the key demo A25-54 and was the only morning program to post week-to-week gaines in total viewers (+40k). TODAY also continues to post notable long term growth in the key demo and total viewers. Over the past five weeks, TODAY has led GMA by +27k viewers in A25-54, a giant +127% (+126k) turnaround versus the prior STD period, which TODAY had viewer deficit. For the week, TODAY posted its best key demo and total viewer deliveries since the week of November 5, 2012.

TODAY Highlights, Week of January 21:

*TODAY posts best total viewer and A25-54 (000) deliveries since week of November 5, 2012 (week of Presidential Election)

• TODAY Beat GMA for the week by +3,000 demo viewers and led CBS This Morning by +1,012,000 demo viewers
• TODAY has placed first in viewers in the key demo rating for 4 out of 5 weeks
• TODAY posted best rating Men 18-49 since the week of November 5, 2012
• TODAY was the only morning news program to grow week-to-week (+1% or +40,000)

SEASON-TO-DATE INSIGHTS:

• TODAY was up versus its season-to-date average in total viewers (+7% or +325,000) and in key demos:
  • +13% in rating Women 18-49
  • +18% in Adults 18-49
  • +10% in rating Women 25-54
  • +13% in rating Adults 25-54

TODAY II (9 a.m. hour) and TODAY III (10 a.m. hour) Highlights:

TODAY II - WEEKLY INSIGHTS:

• TODAY II averaged 3.479 million total viewers
• TODAY II averaged a 1.1 Adults 25-54 rating o +22% (+2 tenths) more than The View o +38% (+3 tenths) more than The Chew o +57% (+4 tenths) more than The Talk
• TODAY II topped CBS This Morning in total viewers (+22%, or +638,000) and in key demo ratings:
  • +57% in rating Women 18-49
  • +33% in rating Adults 18-49
  • +40% in rating Women 25-54
  • +22% in rating Adults 25-54

• TODAY II was up week-to-week in rating Adults 25-54 (+10%)
• Versus its season-to-date average, TODAY II was up in total viewers (+6%, or t+182,000) and in key demo ratings:
  • +10% in rating Women 18-49
  • +14% in rating Adults 18-49
  • +8% in rating Women 25-54
  • +10% in rating Adults 25-54

TODAY III – WEEKLY INSIGHTS:

• TODAY III averaged 2.122 million total viewers. The overnight repeat of Today III delivered an additional 644,000 total viewers.
• TODAY III outperformed CBS This Morning by +14% in rating Women 18-49 o Tied in rating Women 25-54
• TODAY III versus season-to-date levels, TODAY III was up +14% in rating Women 18-49

Don Nash is the executive producer of TODAY (Monday-Friday, 7-11 a.m.).