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‘TODAY’ WINS JULY SWEEP IN KEY DEMO

TODAY is #1 in A25-54 for 21 Straight Sweeps

TODAY Posts Closest July Sweep Total Viewer Margin Vs. GMA In 9 Years

TODAY Grows Demo Lead Over GMA Year Over Year

NEW YORK – July 31, 2020 – NBC News’ TODAY was the number-one morning show for the July 2020 sweep, topping ABC’s “Good Morning America” in the key A25-54 demo, marking its best July sweep demo win over GMA in three years. TODAY has now won the key demo for 21 consecutive sweeps. TODAY also posted its closest total viewer margin versus GMA in a July sweep in nine years. Compared to the July 2019 sweep, TODAY grew its demo lead versus GMA by 70%. Additionally, TODAY narrowed the total viewer gap with GMA by 49% compared to the May 2020 sweep and 31% compared to the July 2019 sweep.

TODAY HIGHLIGHTS:

JULY SWEEP

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.80 972 0.52 678 3,299
CBS THIS MORNING 0.49 589 0.30 393 2,609
GOOD MORNING AMERICA 0.74 894 0.43 558 3,356

TODAY has ranked #1 in A25-54 for the 21st consecutive sweep

  • TODAY averaged 972,000 A25-54 viewers, leading GMA by +78,000 (+9%) and CBS This Morning by +383,000 (+65%)
  • This was TODAY’s best July sweep demo win over GMA in three years
  • Compared to July 2019, TODAY improved its demo advantages over the competition: 70% higher vs. GMA and 10% higher vs. CBS

TODAY has won 23 consecutive sweep periods among A18-49 viewers

  • TODAY averaged 678,000 A18-49 viewers, +120,000 (+22%) higher than GMA and +285,000 (+73%) more than CBS
  • TODAY posted its biggest July sweep A18-49 advantage over GMA in four years
  • TODAY’s A18-49 lead over GMA was 2% higher than the prior sweep (May 2020)
  • Compared to the July 2019 sweep, TODAY’s A18-49 lead over GMA rose 60% while its lead over CBS improved by 7%

TODAY averaged 3.299 million total viewers, outperforming CBS by +690,000 (+26%)

  • This was TODAY’s closest total viewer gap vs. GMA during a July sweep in nine years (since July 2011)
  • TODAY narrowed the total viewer gap vs. GMA by 49% compared to the May 2020 sweep
  • Compared to the July 2019 sweep, TODAY closed the total viewer gap vs. GMA by 31%

Media contacts



For more information contact:

Elizabeth Kushel
NBC News
o: (212) 664-1892
c: (917) 943-8076
e: elizabeth.kushel@nbcuni.com