Air Date: Mondays-Fridays on NBC (7-11 a.m. ET)


TODAY Notches 3rd Outright Weekly Win in 6 Weeks, Biggest Non-Olympic Total Viewer Win in More Than 4 Years TODAY Tops GMA By More Thank 200k Total Viewers for the Week GMA and CBS Are Both Down in the Key Demo Season-to-Date, TODAY Is Posting Its Biggest Demo Win Over GMA and Tightest Total Viewer Gap in 5 Years

NEW YORK – December 20, 2016 – NBC News’ TODAY was the number-one morning show outright last week topping ABC’s “Good Morning America” by wide margins in total viewers and all demos. This marks TODAY’s third across-the-board win in the last six weeks, and its biggest non-Olympic total viewer win over GMA since the week of 6/4/2012. TODAY has now won seven weeks this year in total viewers and all demos including the week of the presidential election, and TODAY also won the third quarter outright. Additionally, TODAY has won the key demo A25-54 for more than 16 consecutive months, 67 out of the last 68 weeks. Season-to-date, TODAY is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years.

For the week of December 12, TODAY topped GMA by a giant 214k in total viewers, 302k in A25-54, and 299k in A18-49. GMA is the only morning show down in both total viewers and the key demo, and CBS is down in the key demo versus the same week last year.

*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.



CBS THIS MORNING2.73103,7360.617790.921,100
GOOD MORNING AMERICA3.47134,7480.861,1011.301,563

TODAY won the week across-the-board for the 3rd time in the past 6 weeks. TODAY has now won 7 weeks across-the-board in 2016.

  • TODAY was the only program up across-the-board vs. prior year
  • TODAY was the only program up across-the-board vs. prior week

TODAY averaged 4.962 million total viewers, leading GMA by +214,000 (+5%) and CBS This Morning by +1.226 million (+33%)

  • Advantage over GMA was the largest for a non-Olympics week in over 4 years (6/4/2012, when TODAY beat GMA by +332,000)
  • TODAY’s win over GMA represented a +423,000 viewer turnaround from the same week last year (when TODAY lost to GMA by -209,000)
  • TODAY has posted 17 daily total viewer wins so far this season, more than it had at this point last season

For the week, TODAY averaged 1.865 million A25-54 viewers, outperforming GMA by +302,000 (+19%) and CBS by +765,000 (+70%)

  • TODAY has ranked #1 among A25-54 viewers for 51 consecutive weeks and 67 of the last 68 weeks
  • TODAY posted its best A25-54 advantage over GMA in five weeks
  • TODAY has improved on its A25-54 advantage over GMA for 3 consecutive weeks
  • TODAY improved its demo advantage over GMA vs. both prior week (7% higher) and the same week last season (119% higher)
  • TODAY has now won 132 consecutive broadcasts in A25-54, dating back to June 10, 2016
  • TODAY delivered a 1.55 A25-54 rating, +0.25 points ahead of GMA and +0.64 points more than CBS

TODAY averaged 1.400 million A18-49 viewers, +299,000 (+27%) more than GMA and +621,000 (+80%) higher than CBS

  • Compared to the same week last season, TODAY’s A18-49 lead over GMA improved by 78%
  • TODAY’s 1.09 A18-49 rating led GMA by +0.23 points and CBS by +0.48 points

Season-to-date, TODAY is posting its largest A25-54 and A18-49 advantages over GMA and its closest total viewer margin in five years

  • TODAY has more than doubled its A25-54 lead over GMA versus last year (+256,000 vs. +125,000 last year)
  • TODAY has also reduced GMA’s total viewer lead by -70% vs. last year (-92,000 vs. -305,000 a year ago)


TODAY reached more consumers than GMA on Yahoo with over 31.5 million unique visitors turning to in November for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 35 consecutive months (44 out of the last 45), has reached more mobile consumers than GMA on Yahoo. has gone from parity in mobile unique visitors in September 2013 to 2.9x GMA on Yahoo’s mobile visitor number in November 2016.


Media contacts

For more information contact:
Megan StackhouseNBC Newse:
p: 212-664-6205