TODAY Wins Total Viewers for the Month

TODAY Wins Total Viewers for the Month

TODAY Tops GMA Across The Board For the Month of August

TODAY Posts Biggest Total Viewer Advantage Over GMA in More Than 6 Years

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

TODAY Is #1 in Key Demo Season to Date

NEW YORK – August 27, 2024 – TODAY was the number-one morning show outright for the month of August, topping “Good Morning America” in total viewers and the key A25-54 and A18-49 demos. The win marks TODAY’s biggest advantage over GMA in total viewers since December 2017. 

Last week, TODAY was also the number-one morning show, topping GMA in the key demo A25-54. This marks its 54th consecutive weekly demo win. Additionally, TODAY grew its demo lead over GMA and reduced the total viewer gap by 80% versus the prior year. 

Season to date, TODAY is the top-rated morning show in the key demo with an advantage 11 times higher than GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in 12 years.

AUGUST 2024

Note: August included the Paris 2024 Olympics on NBC.

 Source: Nielsen, L+SD, 7/29/2024-8/25/2024. Average audience based on regularly-titled telecasts only.

KEY MONTHLY POINTS:

  • TODAY ranked #1 across-the-board for the first time in 36 months (since August 2021, Tokyo Olympics) 
    • In total viewers, TODAY posted its best monthly advantage vs. GMA in over 6 years (since December 2017) and its biggest win over CBS in over 4 years (since April 2020)
  • TODAY has now ranked #1 in A25-54 for a full year, winning 12 consecutive months (longest streak since April 2022)
    • TODAY’s A25-54 audience hit a 7-month high (best since January 2024) while beating GMA for its biggest monthly demo win since February 2018 (Pyeongchang Olympics) and its best August lead since 2016 (Rio Olympics)
    • This was TODAY’s largest monthly demo advantage vs. CBS since February 2022 (Beijing Winter Olympics)
  • TODAY has been unbeaten in A18-49 for 2 straight years (24 consecutive months) and in 111 of the last 113 months (since April 2015)
  • TODAY grew its audience across-the-board compared to both prior month and prior year while both GMA and CBS Mornings posted declines

Among A25-54:

  • TODAY averaged 682,000 A25-54 viewers, beating GMA by +234,000 (+52%) and leading CBS by +341,000 (+100%)

Among A18-49:

  • TODAY averaged 450,000 A18-49 viewers, beating GMA by +175,000 (+64%) and leading CBS by +227,000 (+102%) 

In total viewers:

  • TODAY averaged 2.821 million total viewers, beating GMA by +210,000 (+8%) and leading CBS by +909,000 (+48%)

TODAY Digital reached 50 million unique visitors, its strongest in four months, up +14% vs. the prior month (in Comscore’s July Multi-Platform Report)

  • It continues to rank as the second largest individual publisher among leading lifestyle and entertainment brands, a position it’s held for the last seven months
  • TODAY Digital also ranked as the leading lifestyle and entertainment brand across key video metrics 

WEEK of 8/19/2024

 Source: Nielsen, L+SD, 8/19/2024-8/25/2024. Average audience based on regularly-titled telecasts only.

KEY WEEKLY POINTS:

  • #1 in A25-54 for 54 consecutive weeks – longest demo win streak in over 3.5 years (since December 2020)
    • A25-54 advantage over GMA (+150,000) is over 4 times higher than same week last year (+31,000)
    • Vs. prior year, the competition lost more than one-quarter of their A25-54 audience: GMA -28%, CBS -25%
  • #1 in A18-49 for the 55th consecutive week – longest win streak in over 3 years (since May 2021)
  • In total viewers, TODAY won two mornings: Tuesday and Thursday
  • TODAY improved its YoY competitive position vs. GMA among A25-54 and total viewers for the 39th consecutive week 
  • Season-to-date through Week 48, TODAY ranks as the #1 morning show in A25-54 and A18-49 

TODAY averaged 606,000 A25-54 viewers, beating Good Morning America by +150,000 (+33%) and leading CBS Mornings by +264,000 (+77%)

  • TODAY has been the #1 ranked morning show in A25-54 for 54 consecutive weeks, its longest streak in more than 3.5 years (since December 2020)
  • Compared to the same week last year, TODAY more than quadrupled its A25-54 lead over GMA (+150,000 vs. +31,000 prior year) and widened its lead vs. CBS by 27% (+264,000 vs. +208,000 prior year)

TODAY averaged 392,000 A18-49 viewers, beating GMA by +98,000 (+33%) and leading CBS by +169,000 (+76%)

  • TODAY has beaten GMA for 55 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,671 straight weeks

TODAY averaged 2.513 million total viewers, leading CBS by +624,000 (+33%)

  • Compared to the same week last year, TODAY closed its total viewership gap vs. GMA by 80% (-61,000 vs. -308,000 prior year) and grew its lead over CBS by 54% (+624,000 vs. +406,000 prior year)

TODAY Digital had 10.3M unique visitors 

  • The brand drove 18.0M video views across on and off net platforms 

2023-24 SEASON-TO-DATE (9/25/2023-8/25/2024)

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

A25-54: 

  • TODAY leads GMA by +131,000 A25-54 viewers, nearly 11 times higher than prior year (+12,000), and is drawing its largest 3NET share of A25-54 viewership in 12 years (2011-12 season)

Total Viewers:

  • TODAY posts a 71% gap improvement vs. the same period last season 
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