Categories: Morning News TV Ratings,Network TV Press Releases

Written By

November 6th, 2008

via NBC press release:

Excluding the Beijing Olympics And Holiday Weeks, "Today" Posted Its Biggest Total Viewer Delivery Since the Week of May 19, and Its Best Advantage Over GMA Since the Week of June 16 

The Fourth Hour of "Today" ("Today III) Had Its Biggest Total Viewer Audience Since the Week of March 17 NEW YORK – November 6, 2008 – NBC News' "Today" continues as the dominant morning news program topping the competition in all categories. For the week ending November 2, "Today" was No. 1 with 5.5 million total viewers – a 1.2 million (27 percent) lead over GMA, and more than a 2.7 million (99 percent) lead over "The Early Show." Excluding the Beijing Olympics and holiday weeks, "Today" posted its biggest total viewer delivery since the week of May 19, 2008, and its best advantage over GMA since the week of June 16, 2008. This week's win marks "Today's" 673rd consecutive week in first place. 

"Today" has increased its total viewer and A25-54 deliveries and advantages over both GMA and "Early Show" for three consecutive weeks. Excluding the Beijing Olympics, "Today" had its best advantage over GMA in A25-54 since the week of January 21, 2008. Week-to-week, "Today" posted growth in homes (+5%), total viewers (+4%), W/M/A18-49 (+10%/+11%/+13%), and rating W/M/A25-54 (+12%/+8%/+5%). "Today" widened its advantages over GMA in homes, total viewers, W/M/A18-49, and W/A25-54 versus the prior week. Season-to-date, "Today's" advantages over GMA have increased in homes, total viewers, and all key demos versus the same period last season. 

For the week, "Today" led with a 4.2 household rating/15 share and 5.5 million viewers. "GMA" trailed by large margins with a 3.3/12 and 4.3 million viewers. CBS' "The Early Show" remained far behind in third place, with a 2.1/7 and 2.8 million viewers. 

In rating A25-54, "Today" led GMA by 40 percent (6 tenths) and beat the "Early Show" by 110 percent (1.1 ratings points). In rating A18-49, "Today" outperformed GMA by 55 percent (6 tenths) and Early Show by 143 percent (1 ratings point). 

"Today II" posted a 2.5/9 in homes and more than 3.3 million viewers. Excluding the Beijing Olympics and holiday weeks, "Today II" posted its largest total viewer audience since the week of April 28, 2008. On Friday, "Today II" had its largest non-Olympic and non-holiday total viewer audience since May 1, 2008. For the week, "Today II" outperformed CBS Early Show in homes across the board. 

For the week, "Today III" delivered a 1.5/6 in homes and more than 1.9 million viewers. On Friday, "Today III" posted its biggest single-day total viewer audience since March 21, 2008. "Today III" had its biggest total viewer audience since the week of March 17, 2008. Week-to-week, "Today III" jumped +15% in homes, +14% (or +239,000) in total viewers, and +33% in M25-54. "Today III" posted double-digit, across the board growth in homes (+15%), total viewers (+29%), W/M/A18-49 (+17%/+50%/+25%), and W/M/A25-54 (+14%/+33%/+20%) when compared to the same week last season. Compared to its YTD average, "Today III" in creased in homes (+7%) and total viewers (+7%). Season-to-date, "Today III" is now up +1% in total viewers, +2% in A18-49 and +33% in M25-54 versus the same period last season.

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