TODAY Tops GMA in Total Viewers For the Week, Posting Biggest Advantage Since Thanksgiving 2022
TODAY Wins in Key Demo For the Month, Posts Biggest Monthly Demo Lead Over GMA Since August 2021
TODAY is #1 in Key Demo Season to Date, Its Best Start to a Season Versus GMA in 2 Years
TODAY Digital Delivers Largest Monthly Audience Since March 2021
NEW YORK – November 29, 2023 – TODAY was the number-one morning show outright for the week, topping “Good Morning America” in total viewers and the A25-54 and A18-49 demos. The win marks TODAY’s first total viewer win since November 2022. Compared to the competition, TODAY was the only morning program to increase its viewership across the board week over week.
TODAY also won the key demo for the month of November, posting its biggest monthly demo win over GMA in more than two years. On Thanksgiving (Thursday), TODAY posted its highest single-day viewership across the board since last year’s Thanksgiving Day. Among the morning shows, TODAY posted the biggest viewership growth across the board versus the prior month,
Season to date, TODAY is the top-rated morning show in A25-54, marking its best start to a season versus GMA in two years.
Additionally, TODAY Digital saw 57 million unique visitors in October, reaching its largest audience since March 2021.
NOVEMBER 2023
KEY POINTS:
- TODAY ranked #1 in A25-54 for the 10th time of the last 13 months, posting its biggest monthly demo win over GMA in over 2 years (since August 2021)
- TODAY has now ranked #1 in A18-49 for 15 consecutive months and 102 of the last 104 months (since April 2015); widest demo advantage over GMA in 2 years (since November 2021)
- TODAY drew its biggest monthly A18-49 share (42.8%) since December 2017, a 71-month high
- Vs. prior month, TODAY posted the biggest viewership growth across-the-board among the morning shows
TODAY averaged 735,000 A25-54 viewers, beating GMA by +121,000 (+20%) and leading CBS by +280,000 (+61%)
- Vs. prior month, TODAY had the biggest increase in A25-54 viewership (+27,000, up +4%) and improved its demo advantage vs. GMA by 30% (+121,000 vs. +93,000 prior month) and over CBS by 7% (+280,000 vs. +262,000 prior month)
- Vs. prior year, TODAY improved its A25-54 advantage vs. GMA by 75% (+121,000 vs. +69,000 prior year) and vs. CBS by 12% (+280,000 vs. +249,000 prior year)
TODAY averaged 525,000 A18-49 viewers, beating GMA by +120,000 (+30%) and leading CBS by +229,000 (+78%)
- Vs. prior month, TODAY saw the biggest gain of A18-49 viewers (+14,000, up +3%) and improved its lead over GMA by 25% (+120,000 vs. +96,000 prior month) and CBS by 2% (+229,000 vs. +225,000 prior month)
- Vs. prior year, TODAY improved its A18-49 viewership advantage vs. GMA by 67% (+120,000 vs. +72,000 prior year) and vs. CBS by 22% (+229,000 vs. +187,000 prior year)
TODAY averaged 2.913 million total viewers, leading CBS by +615,000 (+27%)
- Vs. prior month, TODAY added the most to its total viewership (+168,000, up +6%)
TODAY Digital saw 57 million unique visitors in October, growing +12% year-over-year and reaching its largest audience since March 2021
- It continues to rank as the second largest individual publisher among leading lifestyle and entertainment brands, a position it’s held for the last six months.
- October and November have been TODAY’s two most-watched months ever on Peacock with 11xmore hours viewed as the same month last year.
WEEK of 11/20/2023
Note: This was the Thanksgiving holiday week. TODAY is based on a 3-day average (Mon, Tue, Thu) while both GMA and CBS Mornings are based on two-day averages (Mon, Tue).
KEY WEEKLY POINTS:
- TODAY ranked #1 across-the-aboard for first time in a year with its biggest weekly advantages over the competition since Thanksgiving week 2022
- Week-over-week, TODAY was the only morning show to increase its viewership across-the-board
- Thanksgiving Day: TODAY posted its highest single-day viewership across-the-board since Thanksgiving Day 2022
- TODAY ranked #1 in A25-54 for the 15th consecutive week (TODAY’s longest weekly winning streak since April 2022) and 23rd time in the last 29 weeks
- #1 in A18-49 for the 16th consecutive week and in 59 of the last 64 weeks
- First weekly total viewer win in a year, since Thanksgiving Week 2022
- TODAY beat by GMA head-to-head on Monday morning by +27,000 total viewers
- Season-to-date through Week 9, TODAY ranks #1 in A25-54 and A18-49
- Among A25-54 viewers, TODAY’s lead vs. GMA is more than 4 times higher than last season and is the best start in two years
TODAY averaged 830,000 A25-54 viewers, beating Good Morning America by +188,000 (+29%) and leading CBS Mornings by +383,000 (+86%)
- TODAY has been the #1 morning show in A25-54 for 15 consecutive weeks (23 of the last 29 weeks) and beaten CBS in the key demo for 1,632 weeks (since 8/10/1992)
- TODAY saw its highest A25-54 viewership and biggest wins over both GMA and CBS in a year (since the week of 11/21/2022)
TODAY averaged 611,000 A18-49 viewers, beating GMA by +189,000 (+45%) and leading CBS by +338,000 (+124%)
- TODAY ranked #1 in A18-49 for the 16th consecutive week (59 of the last 64 weeks) and has outperformed CBS for 1,632 consecutive weeks (since 8/10/1992)
- TODAY posted its highest A18-49 viewership and biggest advantages over GMA and CBS in a year (since the week of 11/21/2022)
TODAY averaged 2.756 million total viewers, leading CBS by +504,000 (+22%)
TODAY Digital reached 13.9M unique visitors last week.
- The brand drove 21.9M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-11/26/2023)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +106,000 A25-54 viewers, more than 4 times higher than prior year (+25,000) and its best start to a season in two years
