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


TODAY Topped GMA in Total Viewers and All Demos Friday TODAY Was Once Again the No. 1 Morning Show in the Key Demo For the Week Season-to-Date, TODAY Is Posting Its Biggest Demo Win Over GMA and Tightest Total Viewer Gap in 5 Years

NEW YORK – December 13, 2016 – NBC News’ TODAY was the number-one morning show outright last Friday topping ABC’s “Good Morning America” in total viewers and all demos. This marks TODAY’s biggest non-Olympic Friday win over GMA in nine months, since 3/4/2016. TODAY also won the week in the key A25-54 demo topping GMA by a giant +282,000 viewers, its best advantage in a month. TODAY has won the key demo for 50 consecutive weeks and 66 of the last 67 weeks.

For the week of December 4, just 61,000 total viewers separated TODAY from GMA. TODAY’s total viewer gap versus GMA is 77% closer than the same week last season. GMA’s averages are down the most of the morning shows versus the same week last year.

TODAY has won six weeks this year in total viewers and all demos including the week of the presidential election. TODAY also won the third quarter outright. 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.

*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 MORNING2.79113,9000.678571.001,205
GOOD MORNING AMERICA3.46134,7490.851,0931.271,525

TODAY won Friday across-the-board over GMA in total viewers (+200,000), A25-54 viewers (+336,000), and A18-49 viewers (+356,000)

  • Excluding the Rio Olympics, TODAY drew its biggest Friday audience deliveries in total viewers and A25-54 since March 4, 2016

For the week, TODAY averaged 1.807 million A25-54 viewers, outperforming GMA by +282,000 (+19%) and CBS by +602,000 (+50%)

  • TODAY has ranked #1 among A25-54 viewers for 50 consecutive weeks and 66 of the last 67 weeks
  • TODAY posted its best A25-54 advantage over GMA in four weeks
  • TODAY improved its demo advantage over GMA vs. both prior week (5% higher) and the same week last season (82% higher)
  • TODAY has now won 127 consecutive broadcasts in A25-54, dating back to June 10, 2016
  • TODAY delivered a 1.50 A25-54 rating, +0.23 points ahead of GMA and +0.50 points more than CBS

TODAY averaged 1.367 million A18-49 viewers, +274,000 (+25%) more than GMA and +510,000 (+60%) higher than CBS

  • Compared to the same week last season, TODAY’s A18-49 lead over GMA improved by 24%
  • TODAY’s 1.07 A18-49 rating led GMA by +0.22 points and CBS by +0.40 points

TODAY averaged 4.688 million total viewers, leading CBS This Morning by +788,000 (+20%)

  • TODAY’s total viewer gap versus GMA was 77% closer than the same week last season (-61,000 vs. -270,000 last year)
  • TODAY has posted 12 daily total viewer wins so far this season, more than it had at this point last season (3 wins a year ago).

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 (+252,000 vs. +125,000 last year)
  • TODAY has also reduced GMA’s total viewer lead by 62% vs. last year (-119,000 vs. -313,000 a year ago)


TODAY reached more consumers than GMA on Yahoo with over 33.8 million unique visitors turning to in October for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 34 consecutive months (43 out of the last 44), Today.comhas reached more mobile consumers than GMA on Yahoo. mobile unique visitors have grown +12% over the last 12 months while GMA on Yahoo declined -30% for the same period. has gone from parity in mobile unique visitors in September 2013 to over 4.3x GMA on Yahoo’s mobile visitor number in October 2016.


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Megan StackhouseNBC Newse:
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