TODAY Tops GMA in Key A25-54 Demo For Month and Week
TODAY Posts Biggest Monthly Demo Lead Over GMA Since March 2021
TODAY Tops GMA for 24 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Is #1 in Key Demo Season to Date
NEW YORK – January 30, 2024 – NBC News’ TODAY was the number-one morning show in January, topping ABC’s “Good Morning America” in the key demo A25-54. TODAY also posted its biggest monthly demo lead over GMA since March 2021 and grew across the board versus the prior month.
Last week, TODAY was the number-one morning show, topping GMA in A25-54. TODAY marked its 24th straight weekly demo win, its longest streak since December 2020. Additionally, season to date, TODAY is the top-rated morning show in the key demo A25-54 and in A18-49.
JANUARY 2024
KEY MONTHLY INSIGHTS:
- TODAY ranked #1 in A25-54 for the 5th consecutive month
- TODAY held its best monthly A25-54 lead over GMA since March 2021 (34 months) and its widest January demo advantage in five years (2019)
- TODAY ranked #1 in A18-49 for the 17th consecutive month and 104th time in the last 106 months (since April 2015)
- In total viewers, TODAY had its closest monthly gap vs. GMA since November 2021 (26 months)
- TODAY is up across-the-board vs. prior month
- Vs. prior year, TODAY improved its competitive positions across-the-board vs. GMA and lead over CBS among total viewers
Among A25-54:
- TODAY averaged 720,000 A25-54 viewers, leading GMA by +139,000 (+24%) and CBS by +217,000 (+43%)
Among A18-49:
- TODAY averaged 503,000 A18-49 viewers, leading GMA by +119,000 (+31%) and CBS by +180,000 (+56%)
In total viewers:
- TODAY averaged 2.864 million total viewers, leading CBS by +573,000 (+25%)
TODAY Digital saw 55 million unique visitors in December 2023, its fourth straight month with more than 50 million visitors.
• It continued to rank among the top three individual publisher among leading lifestyle and entertainment brands, a position it’s held for the last 40 months.
Week of January 22-28, 2024
KEY WEEKLY POINTS:
- TODAY ranks #1 in A25-54 for the 24th consecutive week, its longest key demo winning streak in over three years (since December 2020)
- TODAY has ranked #1 in A18-49 for 25 consecutive weeks (best A18-49 streak since February 2022)
- TODAY’s gap with GMA is the most narrow gap in nearly 2 years when excluding Thanksgiving Week wins (since 2/14/22 – Beijing Olympics)
- TODAY improved its competitive positions vs. GMA across-the-board compared to both prior week and prior year
- Week-over-week, TODAY improved its A25-54 lead by 66% and A18-49 lead by 78% and reduced the total viewer gap by 63%
- Season-to-date through Week 18, TODAY ranks as the #1 morning show in A25-54 and A18-49
- TODAY’s A25-54 lead vs. GMA is nearly 6x higher than last season and is the best start in five years (2018-19 season)
TODAY averaged 698,000 A25-54 viewers, beating Good Morning America by +141,000 (+25%) and leading CBS Mornings by +147,000 (+27%)
- TODAY has been the #1 ranked morning show in A25-54 for 24 consecutive weeks (32 of the last 38 weeks) and beaten CBS in the key demo for 1,641 weeks (every week since 8/10/1992)
TODAY averaged 480,000 A18-49 viewers, beating GMA by +116,000 (+32%) and leading CBS by +115,000 (+32%)
TODAY averaged 2.806 million total viewers, leading CBS by +438,000 (+19%)
- TODAY has beaten CBS for 1,641 consecutive weeks in total viewers (since 8/10/1992)
- TODAY’s gap with GMA is the most narrow gap in nearly 2 years when excluding Thanksgiving Week wins (since 2/14/22 – Beijing Olympics)
TODAY had had 13.7M unique visitors
• The brand drove 19.6M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-1/28/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +119,000 A25-54 viewers, nearly 6 times higher than prior year (+20,000) and its best start to a season in five years (2018-19)
