TODAY Is #1 in Key Demo for 62 Weeks Straight

TODAY Tops GMA for 62 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

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TODAY Grows Key Demo Leads Year Over Year

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TODAY Posts Closest Season to Date Total Viewer Gap with GMA in 13 Seasons

TODAY Is #1 in Key Demo Season to Date

NEW YORK – October 22, 2024 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking its 62nd consecutive weekly demo win. TODAY also more than doubled its advantage over GMA versus the prior year. So far this season, TODAY has closed the total viewer gap with GMA by 52%.

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Season to date, TODAY is the top-rated morning show in the key demo with an advantage more than double GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.

Source: Nielsen Panel, L+SD, 10/14/2024-10/20/2024. Average audience based on regularly-titled telecasts only.

KEY WEEKLY POINTS:

#1 in A25-54 for 62 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
#1 in A18-49 for the 63rd consecutive week – longest win streak in over 3 years (since May 2021)
TODAY improved its YoY competitive position vs. GMA among A25-54 and total viewers for the 47th consecutive week, longest streak in over 25 years (since January 1999)
In 2024-to-date, TODAY trails GMA by just -56,000 total viewers, its closest mark in 12 years
Season-to-date, TODAY is the #1 morning show in A25-54 and A18-49

TODAY averaged 662,000 A25-54 viewers, beating Good Morning America by +157,000 (+31%) and leading CBS Mornings by +283,000 (+75%)

TODAY has been the #1 morning show for 62 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,679 straight weeks (since week of 8/10/1992)
Compared to prior year, TODAY improved its A25-54 lead over GMA by 65% (+157,000 vs. +95,000 prior year) and vs. CBS by 18% (+283,000 vs. +239,000 prior year)

TODAY averaged 443,000 A18-49 viewers, beating GMA by +120,000 (+37%) and leading CBS by +185,000 (+72%)

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TODAY averaged 2.542 million total viewers, leading CBS by +624,000 (+33%)

TODAY has outperformed CBS for 1,679 consecutive weeks in total viewers
Week-over-week TODAY reduced its total viewer gap vs. GMA by 17% (-166,000 vs. -200,000 prior week)
Compared to prior year, TODAY reduced its total viewer gap vs. GMA by 42% (-166,000 vs. -286,000 prior year) and improved its lead over CBS by 45% (+624,000 vs. +430,000 prior year)

TODAY Digital had 9.4M unique visitors

The brand drove 18.7M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/23/2024-10/20/2024)

TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date

A25-54:

TODAY leads GMA by +204,000 A25-54 viewers:
- Advantage more than doubles prior year (+86,000) and is TODAY’s biggest viewer advantage in 8 seasons (since 2016-17)
- TODAY is drawing its biggest share of A25-54 viewers of network morning shows (44.3%) in 13 seasons (since 2011-12)

Total Viewers: