Via NBC press release:

“Today” Posted Its Biggest Non-Olympic and Non-Holiday Lead Over GMA Since the Week Of April 28, 2008 

“Today” Had Its Biggest Gains Over The Prior Week In Homes, Total Viewers, M18-49, and M25-54 Among the Morning News Programs. NEW YORK – January 15, 2009 – NBC News’ “Today” continues as the dominant morning news program topping the competition in all categories. For the week ending November 16, “Today” was No. 1 with more than 5.8 million total viewers – a 1.3 million (29 percent) lead over GMA, and a 2.6 million (81 percent) lead over “The Early Show.” “Today” posted its biggest non-Olympic and non-holiday lead over GMA since the week of April 28, 2008. This week’s win marks “Today’s” 683rd consecutive week in first place. 

“Today” posted its biggest gains over the prior week in homes, total viewers, rating M18-49, and rating M25-54 among the morning news programs. “Today” was up in homes (+7%), total viewers (+7%), W/M/A19-49 (+5%/+10%/+6%), W/M/A25-54 (+8%/+7%/+5%) compared to its 4Q’08 average. Season-to-date, TODAY’s advantages over GMA have increased in homes, total viewers, rating W/M/A18-49 and rating W/A25-54 versus the same period last season. 

For the week, “Today” led with a 4.4 household rating/15 share and more than 5.8 million viewers. “GMA” trailed by large margins with a 3.4/12 and 4.5 million viewers. CBS’ “The Early Show” remained far behind in third place, with a 2.4/8 and 3.2 million viewers. 

In rating A25-54, “Today” led GMA by 24 percent (4 tenths) and beat the “Early Show” by 75 percent (9 tenths). In rating A18-49, “Today” outperformed GMA by 42 percent (5 tenths) and Early Show by 89 percent (8 tenths). 

“Today II” posted a 2.7/10 in homes and more than 3.5 million viewers “Today II” outperformed CBS Early Show in homes and total viewers. “Today II” also beat “The View” in M25-54 (+17%). Week-to-week, “Today II” increased in homes (+6%), total viewers (+38%), W18-49 (+7%) and W25-54 (+6%). “Today II” also gained versus STD levels in homes (+8%) and total viewers (+6%). 

For the week, “Today III” delivered a 1.3/5 in homes and 2 million viewers. “Today III” is up in homes (+7%) and total viewers (+6%) versus its 4Q’08 average. Season-to-date, “Today III” is up +1% in A18-49.

Posted by:TV By The Numbers

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