via NBC press release:

“Today” Grew Its Weekly Advantage Over GMA and the Early Show in Total Viewers, Homes, W/A25-54 and W18-49 

“Today” Is The Only Morning News Program to Improve Its STD Average in Total Viewers and Homes 

NEW YORK – February 26, 2009 – NBC News’ “Today” continues as the dominant morning news program topping the competition in all categories. For the week ending February 22, “Today” was No. 1 with more than 5.8 million total viewers – a 1.3 million (28 percent) lead over GMA, and a 3 million (104 percent) lead over “The Early Show.” This week’s win marks “Today’s” 689th consecutive week in first place. 

Versus the prior week, “Today” also widened its lead over both GMA and Early Show in homes, total viewers, W18-49, and W/A25-54. Compared to its STD average, “Today” increased in homes (5%), total viewers (4%), rating M18-49 (10%) and rating M25-54 (7%). “Today” was the only morning news program to improve its STD average in homes and total viewers. 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. 

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 2.2/8 and 2.8 million viewers. 

In rating A25-54, “Today” led GMA by 31 percent (5 tenths) and beat the “Early Show” by 110 percent (1.1 tenths). In rating A18-49, “Today” outperformed GMA by 23 percent (3 tenths) and Early Show by 129 percent (9 tenths). 

“Today II” posted a 2.7/9 in homes and 3.7 million viewers “Today II” outperformed CBS Early Show in homes and total viewers and key demos. “Today II” grew in total viewers (3%), W/A18-49 (18%/13%) and W/A25-54 (14%/9%) versus the prior week. “Today II” posted gains versus STD levels in homes (4%) and total viewers (5%), rating W/A18-49 (8%/13%), and rating W/A25-54 (14%/9%). 

For the week, “Today III” delivered a 1.5/5 in homes and more than 2 million viewers. Week-to-week, “Today III” grew in total viewers (8%) and rating W/A25-54 (13%/17%). “Today III” was up in M25-54 (25%) versus STD levels. Versus its STD average, “Today III” improved 6% in total viewers and 25% in rating M25-54. 

On its digital platforms, “Today” continued its strong performance for the week with more than 4.9 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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