via NBC press release:



In Addition to Crushing GMA, “Today” Has More Than Doubled The Early Show’s Total Viewer Delivery For the Second Straight Week

NEW YORK – June 4, 2009 – NBC News’ “Today” continues as the dominant morning news program completely dominating the competition in all categories. For the week ending May 30, “Today” was No. 1 with more than 5.5 million total viewers – a 1.3 million (30 percent) lead over GMA, and a 3 million (111 percent) lead over “The Early Show.” “Today” had more than doubled the “Early Show’s” delivery for the second week in a row. This week’s win marks “Today’s” 703rd consecutive week in first place.

Compared to its season-to-date average, “Today” increased its lead over GMA across the board. Season-to-date, “Today’s” advantages over GMA have increased in homes, total viewers, W/A18-49 and W/A25-54 versus the same period last season.

For the week, “Today” led with a 4.2 household rating/15 share and more than 5.5 million viewers. “GMA” trailed by large margins with a 3.2/11 and 4.2 million viewers. CBS’ “The Early Show” remained far behind in third place, with a 2.0/7 and 2.6 million viewers.

In rating A25-54, “Today” led GMA by a whopping 40 percent (6 tenths) and beat the “Early Show” by 133 percent (1.2 ratings points). In rating A18-49, “Today” outperformed GMA by 45 percent (5 tenths) and Early Show by 167 percent (1 ratings point).

“Today II” posted a 2.5/9 in homes and 3.4 million viewers “Today II” outperformed CBS Early Show in homes and total viewers and key demos. “Today II” led “The View” among M18-49 (+25%) and M25-54 (+17%). Versus the prior week, “Today II” posted growth in homes (+9%), total viewers (+10% or +319,000), rating W/A18-49 (+10%/+14%) and rating W/M/A25-54 (+17%/+17%/+11%). “Today II” was up +2% (+75,000) in total viewers compared to the same week last season.

For the week, “Today III” delivered a 1.5/5 in homes and more than 1.9 million viewers. On Monday, “Today III” had its biggest deliveries in total viewers, A18-49, and W/M/A25-54 since January 19, 2009. Compared to the prior week, “Today III” posted double-digit gains in homes (+15%), total viewers (+16% or +259,000), W18-49 (+33%), and W/A25-54 (+29%/+17%). “Today III” increased in homes (+7%), total viewers (+9% or +162,000), W18-49 (+14%), and W/A25-54 (+13%/+17%) versus the same week last season. Season-to-date, “Today III” has improved by +10,000 total viewers (+1%), +5,000 A18-49 viewers, and +19,000 A25-54 viewers.

On its digital platforms, “Today” continued its strong performance during the week with more than 6.3 million online streams.’s stories, blog, message boards and live votes were also popular with users.

Jim Bell is the executive producer of “Today” (Monday – Friday, 7-11 a.m.).

Members of the media can get more information about NBC Universal and its programming on the NBC Universal Media Village Web site at

Posted by:TV By The Numbers

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