'Today' is the Number One Morning Show Among Adults 25-54 for Three Straight Weeks

Categories: Network TV Press Releases

Written By

January 25th, 2013

via press release:



TODAY Posts Three-Week Win For First Time Since August 2012


TODAY Posts Week-to-Week Total Viewer Gains and Best Delivery Since November 12, 2012


TODAY Is Up in Total Viewers and Key Demos V. Season-To-Date Average

NEW YORK - January 25, 2013 - NBC's TODAY is the number-one morning show for the third straight week in the key demo A25-54. The win marks TODAY’s first three-week winning streak since August 2012. TODAY also grew +4% (+190,000) week-to-week, and posted its best viewer delivery since the week of November 12, 2012. Versus its season-to-date average, TODAY was up in total viewers and all key demos.


TODAY Highlights, Week of January 14:



  • TODAY beat GMA by +54,000 Adults 25-54 (000) viewers; TODAY wins three straight weeks in (000) for first time since weeks of August 6, 13 & 20, 2012).
  • TODAY posted its highest demo rating (1.7) since the week of November 19, 2012 o
    • TODAY has placed first in the key demo rating 9 of the last 12 weeks (includes 8 ties)
  • TODAY grew +4% (+190,000) week-to-week, while posting its best viewer delivery since the week of November 12, 2012
  • TODAY was up versus its season-to-date average in total viewers (+4%, or +186,000) and:
    • +7% in rating Women 18-49
    • +9% in Adults 18-49
    • +10% in rating Women 25-54
    • +6% in rating Adults 25-54



TODAY II (9 a.m hour) and TODAY III (10 a.m. hour) Highlights:





  • TODAY II Averaged 3.251 million total viewers
  • Topped CBS This Morning in total viewers (+18%, or +505,000) and in key demo ratings:
    • +43% in rating Women 18-49
    • +17% in rating Adults 18-49
    • +40% in rating Women 25-54
    • +11% in rating Adults 25-54
  • Was up week-to-week in total viewers (+5,000 viewers) and:
    • +8% in rating Women 25-54
  • Versus its season-to-date average, TODAY II was up +8% in rating Women 25-54






  • TODAY III Averaged 2.144 million total viewers
    • Rebroadcasts of TODAY III averaged an additional 614,000 total viewers
    • Gained +3% (+55,000) week-to-week
  • Outperformed CBS This Morning by +14% in rating Women 18-49
    • Tied in rating Women 25-54
  • Versus season-to-date levels, TODAY III was up +1% (+14,000) in total viewers and:
    • +14% in rating Women 18-49


  • Kenny

    WHAT??? Evrything I read GMA was beating Today Show…Unreal

  • Craigger T

    It’s all PR spin. It changes week to week. In number of viewers, GMA has beaten Today every single week this season. But among a certain demo, sometimes Today and GMA tie in rating so NBC considers that a win. A tie for #1 in rating is a win. This particular week though, Today did beat GMA in the 25-54 demo for viewers, but they tied in rating. Spin, spin, spin.

  • battye

    I remember the articles that were like, “Today has won for 650 consecutive weeks” or whatever it was. When did their streak end?

  • Rob R

    TODAY’s Total Viewer win streak, which lasted well over a decade, ended around April 2012, which many believe led to Ann Curry’s ouster two months later.

  • Dimitrios

    The Today Show bores me, it has for years now. I only tune in sometimes to see Kathy Lee and Hoda. Otherwise I’m watching GMA.

  • HT

    Real spin going on here – GMA’s total viewer count was 600,000 more than Today last weeks. The “demo” count has been a back and forth battle between GMA and Today for the last few weeks. GMA is winning the season. I don’t watch breakfast tv, but was really surprised when I turned on GMA a couple of days ago thru interest. It was like watching Entertainment Tonight but in the morning – where did the all the breakfast news go from these shows? I’ll tell you – CBS This Morning – that’s where the content is these days, hence less viewers. We’re really getting dumber at a more rapid rate.

  • OH NO

    Today Show is a lot better produced than GMA. I find GMA boring most of the time.

  • Mitch

    I was a staunch ‘Today’ fan until the Fall season of 2012 – never gave GMA a chance until they let Ann Curry go. I switched to GMA and felt somewhat ‘refreshed’ by the younger and more upbeat performance by the cast, I stayed with GMA and is happy with it. Unless ‘Today’ has an interview that I really want to see, I’m happy with GMA for now. I do like Matt Lauer but maybe it’s time for NBC to find another slot in another program for him. My personal ratings of the three? (1)GMA, (2)CBS This Morning, (3)NBC Today.

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