Categories: Morning News TV Ratings,Network TV Press Releases

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October 9th, 2008

NBCU spins the Morning Show ratings:

"Today's" Advantage Over GMA Increased Across The Board Versus The Same Week Last Season 

NEW YORK – October 9, 2008 – NBC News' "Today" continues as the dominant morning news program topping the competition in all categories. For the week ending October 5, "Today" was No. 1 with more than 5 million total viewers – 704K (16 percent) lead over GMA, and a 2.3 million (85 percent) lead over "The Early Show." This week's win marks "Today's" 669th consecutive week in first place.

"Today's" advantage over GMA increased in homes, total viewers, W/M/A18-49, and W/M/A25-54 versus the same week last season. Excluding the Beijing Olympics, "Today" was up in W/A18-49 (+5%/+7%) versus its 3Q'08 average. Through the first two weeks of the 2008-09 season, "Today's" advantages over GMA has increased in homes, total viewers, W/M/A18-49, and M/A25-54 compared to the same period last season. 

For the week, "Today" led with a 3.9 household rating/14 share and more than 5 million viewers. "GMA" trailed by large margins with a 3.2/12 and 4.3 million viewers. CBS' "The Early Show" remained far behind in third place, with a 2.1/8 and less than 2.7 million viewers. 

In rating A25-54, "Today" led GMA by 20 percent (3 tenths) and beat the "Early Show" by 80 percent (8 tenths). In rating A18-49, "Today" outperformed GMA by 36 percent (4 tenths) and Early Show by 114 percent (8 tenths). 

"Today II" posting a 2.3/9 in homes and 2.9 million viewers. It continues to top "CBS Early Show" in total viewers, homes and key demos. "Today II" beat "The View" in M18-49 (+25%) and M25-54 (+17%). Versus the same week last season, "Today II" increased +25% in rating M18-49 and +40% in rating M25-54. Week-to-week, "Today II" improved in M25-54 (+17%). For the first two weeks of the 2008-09 season, "Today II" is up in M/A18-49 (+25%/+14%) and M25-54 (+20%). 

For the week, "Today III" delivered a 1.3/5 in homes and 1.7 million viewers. Compared to the same week last year, "Today III" increased +33% in M25-54. "Today III" has increased its total viewer audience for two straight weeks, increasing +2% versus the prior week. "Today III" increased in W25-54 (+14%) as well as +3% in A18-49 and +6% in A25-54 compared to its 3Q'08 average. For the first two weeks of the 2008-09 season, "Today III" is up in rating M25-54 (+33%). 

Nielsen TV Ratings Data: ©2008 The Nielsen Company. All Rights Reserved.

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