‘Today’ Posted Its 2nd Largest Single-Day Delivery in More Than a Year
via press release:
HUGE ‘TODAY’ RTGS WIN
TODAY CONTINUES TO WIN RATINGS GOLD IN SECOND WEEK OF LONDON OLYMPICS
TODAY Posted Its 2nd Largest Single-Day Delivery in More Than a Year
TODAY Grew Its Gap Over GMA Compared to Same Weeks in Beijing
TODAY Maintained Nearly All of Its Week-One Lead Over GMA (Higher Percentage V. Second Weeks of Beijing and Vancouver)
NEW YORK – August 16, 2012 – For the second week of the London Olympics NBC’s TODAY has scored ratings gold once again with live broadcasts from Olympic Park. On Monday, August 5, TODAY averaged 6.3 million total viewers, its second largest single-day audience since Monday, May 23, 2011 (coverage of tornado in Joplin, Missouri). Compared to the same week-over-week lift that TODAY experienced in Beijing, TODAY’s second week in London increased its advantage gap over GMA by 10 percentage points. TODAY also maintained nearly all of its total viewer audience during the second week of the London Olympics compared to week one. In Beijing, week two declined by 5% and in Vancouver, week two declined by 2%.
Below are the highlights for the week:
TODAY averaged 5.904 million total viewers, outperforming Good Morning America by +35% (+1,540,000) and leading CBS This Morning by +168% (+3,703,000).
TODAY has now been the #1 morning news program in total viewers for 862 of the past 870 weeks.
On Monday, TODAY averaged 6.272 million total viewers for its second largest single-day audience since Monday, May 23, 2011 (coverage of tornado in Joplin, Missouri).
In homes, TODAY led GMA by +36% and CBS This Morning by +165%.
TODAY was #1 in rating A25-54, topping GMA by +54% (+7 tenths) and CBS This Morning by +186% (+1.3 rating points).
TODAY has now won 902 straight weeks in rating A25-54.
In the A25-54 (000) demo, TODAY averaged 2.497 million viewers, leading GMA by +821,000 (+51%) and tripling CBS This Morning’s delivery by +1,622,000 (+200%).
In rating A18-49, TODAY led GMA by +67% (+6 tenths) and CBS This Morning by +275% (+1.1 rating points).
TODAY has now won 931 consecutive weeks in rating A18-49.
Week-to-week, TODAY posted gains in rating M18-49 (+9%) and rating M25-54 (+7%) while widening its lead over GMA in both ratings categories.
In rating M25-54, TODAY saw a delivery increase of +7% and a bigger advantage over GMA versus the same week (#2) of the Beijing Olympics in 2008.
TODAY’s lead over GMA in rating M18-49 (+100%) was bigger than its advantage during the same week of the Beijing Olympics and on par with the similar week at the Athens Olympics.
Versus the same week last season, TODAY posted double-digit gains in homes (+22%), total viewers (+18%, or +911,000), rating M/A18-49 (+50%/+15%), and rating M/A25-54 (+45%/+11%) while widening its advantage over GMA in each of these ratings categories.
TODAY posted strong across-the-board gains compared to the pre-Olympics 3Q’12-to-date average in all ratings categories: homes (+36%), total viewers (+37%, or +1,585,000), rating W/M/A18-49 (+38%/+71%/+50%), and rating W/M/A25-54 (+26%/+60%/+33%).
TODAY’s audience growth versus its pre-Olympic 3Q average topped similar gains at both Beijing and Athens in homes, total viewers, rating M/A18-49, and rating M25-54 (see last chart below). It also topped week #2 growth at Athens in rating W18-49 and rating W/A25-54.
TODAY increased over its pre-Olympics season-to-date averages in homes (+15%), total viewers (+14%, or +732,000), rating M/A18-49 (+33%/+7%), and rating M/A25-54 (+23%/+5%) while extending its lead over GMA in all ratings categories.
TODAY’s total viewer audience fell by just -1% during the second week of the London Olympics compared to week #1, a smaller decline than both the Vancouver (-2%) and Beijing Olympics (-5%).
Jim Bell is the executive producer of “Today” (Mon.-Fri., 7-11a.m. ET).