via press release:


“Today” Was The Only Morning News Program To Increase Its Total Audience Week-To-Week, and It Posted Its Best Advantage Over GMA Since the Week of February 16, 2009

“Today” Led GMA By 750K in A25-54, The Program’s Biggest Non-Olympic Advantage Over GMA Since the Week of May 26, 2008

NEW YORK – May 21, 2009 – NBC News’ “Today” continues as the dominant morning news program topping the competition in all categories. For the week ending May 15, “Today” was No. 1 with 5.6 million total viewers – a 1.3 million (29 percent) lead over GMA, and a 2.7 million (95 percent) lead over “The Early Show.” “Today” was the only morning news program to increase its total audience week-to-week and posted its best advantage over GMA since the week of February 16, 2009. This week’s win marks “Today’s” 701st consecutive week in first place.

Week-to-week, “Today” increased its deliveries in total viewers (+6,000 viewers), W/A18-49 (+5%/+7%) and W25-54 (+4%). “Today” widened its advantages over both GMA and Early Show week-to-week in homes, total viewers, W/A18-49, and W/M/A25-54. Season-to-date, “Today’s” advantages over GMA have increased in homes, total viewers, W/M/A18-49 and W/A25-54 versus the same period last season.

In the key demos, “Today” also posted a standout week. “Today” led GMA by 750,000 A25-54 (000) viewers, the program’s biggest non-Olympic advantage over GMA since the week of May 26, 2008. Excluding holiday weeks and the Beijing Olympics, “Today” also notched it biggest win among W25-54 (+462,000) since the week of June 25, 2007. “Today” posted its best W18-49 advantage (+441,000) since the week of November 10, 2008 and best A18-49 lead (+648,000) since the week of October 27, 2008.

For the week, “Today” led with a 4.2 household rating/15 share and 5.6 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 2.1/8 and 2.9 million viewers.

In rating A25-54, “Today” led GMA by a whopping 43 percent (6 tenths) and beat the “Early Show” by 122 percent (1.1 ratings points). In rating A18-49, “Today” outperformed GMA by 45 percent (5 tenths) and Early Show by 129 percent (9 tenths).

“Today II” posted a 2.5/10 in homes and more than 3.2 million viewers “Today II” outperformed CBS Early Show in homes and total viewers and key demos. Versus the prior week, “Today II” posted growth in homes (+4%), total viewers (+2%, or +49,000), A18-49 (+14%), W/A25-54 (+8%/+11%).

For the week, “Today III” delivered a 1.4/6 in homes and 1.9 million viewers. Week-to-week, “Today III” posted gains in total viewers (+6% or +98,000), W18-49 (+14%) and W25-54 (+13%). “Today III” increased in homes (+8%), total viewers (+10% or +172,000), rating W18-49 (+14%), and W25-54 (+13%) versus the same week last season. Season-to-date, “Today III” has improved by +2% (or +14,000) in A25-54 (000).

On its digital platforms, “Today” continued its strong performance during the week with more than 7.2 million online streams.’s stories, blog, message boards and live votes were also popular with users.

Posted by:TV By The Numbers

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