via NBC press release:



“Today” Had Its Biggest Total Viewer Advantage Over GMA Since the Week of February 16, and Its Best Win In W18-49 Since Inauguration Week

“Today” Was the Only Morning News Program To Post an Audience Gain Year-To-Year

NEW YORK – April 16, 2009 – NBC News’ “Today” continues as the dominant morning news program topping the competition in all categories. For the week ending March 10, “Today” was No. 1 with more than 5.6 million total viewers – a 1.2 million (27 percent) lead over GMA, and a 2.7 million (95 percent) lead over “The Early Show.” This week’s win marks “Today’s” 696th consecutive week in first place.

The week marked was “Today’s” biggest total viewer advantage over GMA in seven weeks (since week of February 16, 2009), and its best win in rating W18-49 since Inauguration Week (since week of January 19, 2009). Week-to-week, increased in total viewers. Compared to the same week last season, “Today” increased in total viewers and was the only morning news program to post an audience gain year-to-year. 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. Season-to-date, has

For the week, “Today” led with a 4.2 household rating/15 share and more than 5.6 million viewers. “GMA” trailed by large margins with a 3.3/12 and less than 4.4 million viewers. CBS’ “The Early Show” remained far behind in third place, with a 2.1/7 and 2.9 million viewers.

In rating A25-54, “Today” led GMA by 33 percent (5 tenths) and beat the “Early Show” by 100 percent (1 ratings points). In rating A18-49, “Today” outperformed GMA by 45 percent (5 tenths) and Early Show by 100 percent (8 tenths).

“Today II” posted a 2.8/10 in homes and 3.8 million viewers “Today II” outperformed CBS Early Show across the board. “Today II” posted its biggest total viewer audience since Inauguration Week (week of January 19, 2009). “Today II” also outperformed The View in homes (+8%), total viewers (+14% or +463,000), W/M/A18-49 (+9%/+25%/+13%), and M/A25-54 (+40%/+10%). Versus the same week last season, “Today II” posted gains in homes (+12%), total viewers (+17% or +549,000), and W/A25-54 (+15%/+10%).

For the week, “Today III” (the fourth hour) delivered a 1.5/5 in homes and 2 million viewers. “Today III” averaged 2.310 million total viewers on Friday, the program’s biggest single-day delivery since March 2, 2009. Season-to-date, “Today III” has improved in A18-49 and A25-54. Compared to the same week last season, “Today III” increased in total viewers (+7% or +133,000) and M25-54 (+33%). “Today III” was up versus its STD average in total viewers (+3% or +59,000). Season-to-date, “Today III” has improved by +17% in rating A25-54.

On its digital platforms, “Today” continued its strong performance during the week with more than 5.6 million online streams.’s stories, blog, message boards and live votes were also popular with users.

Jim Bell is the executive producer of “Today” (Monday – Friday, 7-11 a.m.).

Posted by:TV By The Numbers

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