TODAY Tops GMA in A25-54 for 12 Consecutive Weeks, Its Best Streak in More Than a Year
TODAY Is the Only Morning Program to Grow Demo Audience Year Over Year
TODAY Posts 34-Week High in Key Demo and Total Viewers
TODAY Is #1 in Key Demo Season to Date
NEW YORK – November 7, 2023 – NBC News’ TODAY was the number-one morning show for Halloween week, topping ABC’s “Good Morning America” in the key demo A25-54. TODAY marked its twelfth straight weekly demo win, its longest streak since April 2022. TODAY also posted a 34-week high in both the key demo and total viewers, growing week over week. Additionally, TODAY posted its largest single-day demo lead over GMA since March and was the only morning program to grow its demo viewership versus the prior year.
Season to date, TODAY is the top-rated morning show in the key demo A25-54 and in A18-49.
KEY WEEKLY POINTS:
- TODAY HALLOWEEN WEEK WIN: #1 in A25-54 & A18-49
- On Tuesday morning, TODAY’s Halloween Day broadcast ranked #1 in A25-54 for the 9th consecutive year and #1 in A18-49 for the 27th year in a row
- For the full week, TODAY was the only morning show to grow its A25-54/A18-49 audience vs. prior year; both GMA and CBS were down by double-digit percentages
- TODAY ranked #1 in A25-54 for the 12th consecutive week (TODAY’s longest weekly winning streak since April 2022) and 20th time in the last 26 weeks
- TODAY saw its biggest A25-54 delivery in 34 weeks (since week of 3/6/2023), widest advantage over GMA in 49 weeks (since week of 11/21/2022, Thanksgiving Week) and best win over CBS in 42 weeks (since week of 1/9/2023)
- TODAY beat GMA by at least 100,000 A25-54 viewers all five mornings during a week for the first time since August 2021
- Monday’s +183,000 A25-54 lead over GMA was TODAY’s biggest single-day demo win since Monday 3/6/2023
- Versus GMA, TODAY’s demo lead is 17% higher than prior week and more than 6 times larger than the same week prior year
- #1 in A18-49 for the 13th consecutive week and in 56 of the last 61 weeks
- TODAY posted its biggest A18-49 audience in 36 weeks (since week of 2/20/2023) and largest advantage over GMA in 49 weeks (since week of 11/21/2022, Thanksgiving Week)
- TODAY’s A18-49 lead over GMA is up 42% vs. prior week and over 15 times higher than same week prior year
- TODAY has topped GMA by over 100,000 A25-54/A18-49 viewers in 4 of the last 6 weeks
- Versus prior week, TODAY added more A25-54 and total viewers than GMA and CBS combined
- TODAY has improved its A25-54 & A18-49 advantages over GMA vs. prior year for the 13th week in a row
- Season-to-date through Week 6, TODAY ranks #1 in A25-54 and A18-49
TODAY averaged 761,000 A25-54 viewers, beating Good Morning America by +138,000 (+22%) and leading CBS Mornings by +284,000 (+60%)
- TODAY has been the #1 morning show in A25-54 for 12 consecutive weeks (20 of the last 26 weeks) and beaten CBS in the key demo for 1,629 weeks (since 8/10/1992)
- TODAY’s A25-54 viewership reached a 34-week high (best since 3/6/2023), posting its biggest advantage over GMA in 49 weeks (since 11/21/22) and over CBS in 42 weeks (since 1/9/23)
- TODAY beat GMA by at least 100,000 A25-54 viewers all five mornings during a week for the first time since August 2021
- On Monday, TODAY topped GMA by +183,000 A25-54 viewers, its biggest single-day demo victory since Monday 3/6/2023
- Week-over-week, TODAY added more A25-54 viewers than GMA and CBS combined (+42,000, up +6%) and improved its advantage over GMA by 17% (+138,000 vs. +118,000 prior week) and over CBS by 8% (+284,000 vs. +262,000 prior week)
- Versus the same week last season, TODAY’s lead over GMA was more than 6 times higher (+138,000 vs. +22,000 prior year) while its lead over CBS grew by 35% (+284,000 vs. +210,000 prior year)
TODAY averaged 546,000 A18-49 viewers, beating GMA by +143,000 (+36%) and leading CBS by +226,000 (+71%)
- TODAY ranked #1 in A18-49 for the 13th consecutive week (56 of the last 61 weeks) and has outperformed CBS for 1,629 consecutive weeks (since 8/10/1992)
- A18-49 viewership for TODAY reached a 36-week high (best since 2/20/23) while its advantage over GMA is the largest seen in 49 weeks (since 11/21/22)
TODAY averaged 2.874 million total viewers, leading CBS by +599,000 (+26%)
- TODAY has beaten CBS for 1,629 consecutive weeks in total viewers (since 8/10/1992)
- TODAY’s total viewership reached a 34-week high (best since week of 3/6/2023)
- Week-over-week, TODAY added more viewers than GMA and CBS combined (+136,000, up +5%)
TODAY Digital reached 13.5M unique visitors last week.
- The brand drove 28M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/25/2023-11/5/2023)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
