TODAY Tops GMA in Key A25-54 Demo For Month and Week
TODAY Posts Biggest October Demo Win Over GMA in 8 Years
TODAY Grows Demo Lead Over GMA Year Over Year
TODAY Tops GMA in Total Viewers Monday and Friday
TODAY Is #1 in Key Demo Season to Date
NEW YORK – October 29, 2024 – NBC News’ TODAY was the number-one morning show in October, topping ABC’s “Good Morning America” in the key demo A25-54 for 14 consecutive months. TODAY posted its largest October demo win over GMA in eight years and grew its key demo advantage year over year.
Last week, TODAY marked its 63rd straight weekly demo win, its longest streak since December 2020. TODAY also more than doubled its advantage over GMA versus the prior year and closed the total viewer gap with GMA by 83%. Additionally, TODAY topped GMA in total viewers last Monday and Friday.
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.
OCTOBER 2024
KEY MONTHLY POINTS:
Source: Nielsen Panel, L+SD, 9/30/2024-10/27/2024. Average audience based on regularly-titled telecasts only.
KEY MONTHLY POINTS:
- #1 in A25-54 for 14 consecutive months (longest streak since April 2022)
- TODAY posted a 9-month high in A25-54 viewership (since January 2024)
- TODAY had its best October demo win over GMA in 8 years (2016) and its best October vs. CBS in three years (2021)
- TODAY topped GMA by over 150,000 A25-54 viewers in three consecutive months for the first time in over five years (since April 2019)
- Versus prior year, TODAY more than doubled its A25-54 lead over GMA (+198,000 vs. +93,000 prior year) and increased its advantage over CBS by 15% (+301,000 vs. +262,000 prior year)
- TODAY has remained unbeaten in A18-49 for 26 consecutive months and in 113 of the last 115 months (since April 2015)
- In total viewers, TODAY has beaten CBS every month since the start of Nielsen People Meters in September 1987 (442 consecutive months)
- TODAY posted its best October competitive performances vs. GMA and CBS since 2021
- Versus prior year, TODAY reduced the total viewer gap with GMA by 53% (-116,000 vs. -246,000 prior year) and increased its lead over CBS by 16% (+629,000 vs. +544,000 prior year)
- TODAY Digital averaged 48 million monthly unique visitors in Q3 2024, growing +6% versus the prior quarter.
WEEK OF 10/21/2024
Source: Nielsen Panel, L+SD, 10/21/2024-10/27/2024. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 63 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
- Posts biggest week-over-week gain of A25-54 viewers
- Improved its A25-54 competitive margins vs. GMA and CBS compared to both prior week and prior year
- #1 in A18-49 for the 64th consecutive week – longest win streak in over 3 years (since May 2021)
- Ranked #1 in total viewers on Monday and Friday
- TODAY improved its YoY competitive position vs. GMA among A25-54 and total viewers for the 48th consecutive week, longest streak in over 25 years (since January 1999)
- Season-to-date, TODAY is the #1 morning show in A25-54 and A18-49
TODAY averaged 689,000 A25-54 viewers, beating Good Morning America by +199,000 (+41%) and leading CBS Mornings by +290,000 (+73%)
- TODAY has been the #1 morning show for 63 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,680 straight weeks (since week of 8/10/1992)
- TODAY won all five mornings with at least a +150,000 A25-54 advantage over GMA
- Versus prior week, TODAY saw the biggest gain of A25-54 viewers (+27,000, up +4%) while improving its demo lead over GMA by 27% (+199,000 vs. +157,000 prior week) and over CBS by 2% (+290,000 vs. +283,000 prior week)
- Compared to prior year, TODAY improved its A25-54 advantage vs. GMA by 69% (+199,000 vs. +118,000 prior year) and vs. CBS by 11% (+290,000 vs. +262,000 prior year)
TODAY averaged 443,000 A18-49 viewers, beating GMA by +126,000 (+40%) and leading CBS by +178,000 (+67%)
TODAY averaged 2.552 million total viewers, trailing GMA by -54,000 (-2%) and leading CBS by +664,000 (+35%)
- TODAY has outperformed CBS for 1,680 consecutive weeks in total viewers
- TODAY ranked #1 across-the-board on Monday and Friday and posted its biggest weekly advantage over CBS in 10 weeks (since week of 8/12/2024)
- Week-over-week, TODAY was the only program to increase in total viewers (+10,000, up +0.4%), reduced its viewership gap vs. GMA by 67% (-54,000 vs. -166,000 prior week), and increased its lead over CBS by 6% (+664,000 vs. +624,000 prior week)
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 83% (-54,000 vs. -309,000 prior year) and widened its lead over CBS by 36% (+664,000 vs. +489,000 prior year)
TODAY Digital had 9.1M unique visitors
- The brand drove 19.4M video views across on and off net platforms
2023-24 SEASON-TO-DATE (9/23/2024-10/27/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +203,000 A25-54 viewers:
- Advantage more than doubles prior year (+93,000) 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 (44.2%) in 13 seasons (since 2011-12)
Total Viewers:
- TODAY posts a 60% gap improvement vs. the same period last season and its closest gap in 13 seasons (since 2011-12)
