via press release:


“Today” Marks Biggest Total Viewers Win Of The Current Season and the Largest Advantage Over GMA Since April 2008

“Today” Is The Only Morning News Program To Post Week-To-Week Growth
NEW YORK – September 3, 2009 – NBC News’ “Today” continues as the dominant morning news program topping the competition in all categories. For the week ending August 30, “Today” was No. 1 with more than 5.1 million total viewers – a 1.4 million (+38%) lead over GMA, and a 2.6 million (+107%) lead over “The Early Show.” This week’s win marks “Today’s” 716th consecutive week in first place.

The week marked “Today’s” biggest total viewer win of the current season and the largest total viewer advantage over GMA since April 28, 2008 (excluding the Beijing Olympics and holiday-impacted weeks).

“Today” was the only morning news program to post any week-to-week growth, increasing in homes (+5%), total viewers (+3%), rating W/A18-49 (+6%/+8%), and rating W/M/A25-54 (+9%/+9%/+13%). “Today” increased its advantages over both GMA and Early Show in all ratings categories versus the prior week. “Today” increased its lead over GMA in homes, total viewers, rating W/A18-49, and rating W/A25-54 when compared to season-to-date levels.

For the week, “Today” led with a 3.9 household rating/16 share and more than 5.1 million viewers. “GMA” trailed with a 2.8/11 HH and 3.7 million viewers. CBS’ “The Early Show” remained in third place, with a 1.8/7 HH and nearly 2.5 million viewers.

In rating A25-54, “Today” led GMA by +38% (5 tenths) and topped the “Early Show” by +125% (1 full ratings point). In rating A18-49, “Today” outperformed GMA by +56% (5 tenths) and Early Show by +133% (8 tenths).

“Today II” posted a 2.4/9 in homes and more than 3.1 million viewers. “Today II” outperformed “Early Show” in homes (+33%), total viewers (+27%), rating W/A18-49 (+43/+33%)and rating W/A25-54 (+30%/+25%). “Today II” has its best total viewers advantage over “The View” since the week of August 25, 2008. “Today II” topped “The View” in homes (+33%), total viewers (+37%), rating W/M/A18-49 (+25%/+150%/+60%) and rating W/M/A25-54 (+44%/+133%/+67%).

For the week, “Today III” (the fourth hour) delivered a 1.5/6 in homes and more than 1.8 million viewers. Season-to-date, “Today III” has improved in total viewers, A18-49, and A25-54. Compared to the same week last season, “Today III” increased in total viewers (+11% or +187,000), homes (+7%) and W25-54 (+33%).

On its digital platforms, “Today” continued its strong performance during the week ending August 29 with more than 13 million online streams.’s stories, blog, message boards and live votes were also popular with users.

Posted by:TV By The Numbers

blog comments powered by Disqus