Masked Scheduler's Ratings Smackdown

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via press release:


TODAY Beat GMA By 59k in the Key Demo A25-54 Wednesday of Last Week TODAY Came Within a Slight 37k of GMA in the Key Demo for the Full Week TODAY Cut the Key Demo Gap with GMA by a Giant 83% Vs. the Same Week Last Season TODAY Posted Its Best Deliveries in Total Viewers, A25-54 and A18-49 in Ten Weeks TODAY Continues as the #1 Morning News Show in A18-49

NEW YORK – September 3, 2015 – NBC’s TODAY continues to gain momentum, tightening the morning news ratings race and posting consistent wins. For the week of August 24, TODAY was the number-one morning show Wednesday, topping GMA by 59k in the key demo A25-54.  TODAY has now notched 49 daily wins in the key demo this year.  For the week, TODAY came within just 37k A25-54 viewers of GMA. TODAY had its best deliveries across the board in total viewers, A25-54 and A18-49 since week of 6/22/2015. 

TODAY continues to slash the gap with GMA by huge numbers in multiple measures. Versus the same week last season, TODAY closed the key demo viewer margin with GMA by a massive 83% and narrowed the total viewer gap by 21%.  Quarter to date and season to date, TODAY cut the gaps with GMA in the key demo (by 85% and 16% respectively) and in total viewers (by 28% and 10% respectively), versus the same period last season. 

This year, TODAY has posted multiple wins including the July sweep key demo win, seven weekly key demo wins and three daily total viewer wins. TODAY remains the number-one morning news program in A18-49 for the season and year.


Week of August 24

TODAY had its best deliveries across P2+, A25-54, and A18-49 since week of 6/22/2015

TODAY was #1 with 1.230 million A18-49 viewers, topping GMA by +11% (+119,000) and CBS This Morning by +79% (+543,000)

·         TODAY had its largest lead over GMA in 5 weeks and best gap over CBS since the week of 6/22/2015

·         TODAY’s 0.97 A18-49 rating was +0.09 points higher than GMA and +0.43 points better than CBS

TODAY averaged 1.607 million A25-54 viewers, +70% (+663,000) higher than CBS

·         TODAY trailed GMA by just -37,000 A25-54 viewers, marking its third consecutive week of demo gaps under 50,000 viewers

·         TODAY placed first on Wednesday in A25-54, its 49th daily win of calendar 2015

·         TODAY’s 1.34 A25-54 rating led CBS by +0.55 points

TODAY averaged 4.281 million total viewers, leading CBS by +32% (+1.042 million)

During the week, TODAY posted narrower gaps to GMA:

·         Compared to the prior week in total viewers (by 24%)

·         Versus the same week last season in total viewers (21%: from -505,000 last year to -401,000) and A25-54 (83%: from -218,000 last year to just -37,000)

TODAY’s year-over-year margins with GMA are also narrower:

·         In 3Q’15 by 28% in total viewers and 85% in A25-54 versus the same period in 3Q’14

·         Season-to-date in both total viewers (by 10%) and A25-54 viewers (by 16%) versus the same period last season

Week-to-week, TODAY was the only program to gain total viewers (+2%, or +90,000) while also increasing in A25-54 viewers (+2%, or +38,000) and A18-49 viewers (+4%, or +45,000)

TODAY also saw the largest growth versus 3Q’15 levels in total viewers (+4%, or +161,000) and increased in A25-54 viewers (+4%, or+69,000) and A18-49 viewers (+9%, or +97,000)

Season-to-date, TODAY is the #1 morning news program among A18-49 viewers


Program HH
TODAY 3.17 13 4,281 0.97 1,230 1.34 1,607
CBS THIS MORNING 2.33 9 3,239 0.54 687 0.79 945
GOOD MORNING AMERICA 3.50 14 4,682 0.88 1,111 1.38 1,644


For the 14th straight month, reached more consumers than GMA on Yahoo.  Over 31 million unique visitors turned to in July for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore.  For 22 consecutive months (29 out of the last 30), has reached more mobile consumers than GMA on Yahoo. 

Additionally,’s mobile unique visitors have grown +31% over the last 12 months while GMA on Yahoo has declined -9% for the same period. As such, has gone from parity in mobile unique visitors in September 2013 to over 2.5x GMA on Yahoo’s mobile visitor number in July 2015. 

TODAY also continues to top  GMA’s fan base on Facebook with 4.77 million fans for TODAY versus 4.44 million for GMA, as of August 2015.  TODAY’s Facebook fan base grew by 38k fans in August compared to the 31k fans GMA added, and TODAY generated 7.1 million interactions with fans compared to just 4.1 million for GMA. 

Posted by:TV By The Numbers

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