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'Today' Extends Streak as Top Rated Morning Show

'Today' Extends Streak as Top Rated Morning Show

New York, NY

NBC News’ 'Today' was the number-one morning show for the month of May, topping ABC’s 'Good Morning America' in the key A25-54 and A18-49 demos.

Today has posted its best advantages over GMA in three months across the demos, winning A25-54 for 33 straight months and A18-49 for 38 consecutive months. Today is also the only program to increase its total viewership month-over-month.

Today was also the number-one morning show across the board for three days last week, topping GMA in total viewers, A25-54 and A18-49. Today posted its best A25-54 and A18-49 demo streaks in nearly six years. Today also narrowed the gap in total viewers vs. GMA by 63% year-over-year.

May 2018 (Monthly)

Today won its 33rd consecutive month among A25-54 viewers

Additional streak info: 34th win of last 35 months

  • Today averaged 1.388 million A25-54 viewers, outperforming GMA by +155,000 (+13%) and CBS by +533,000 (+62%)
  • Today's demo advantages over GMA and CBS hit three-month highs

Today won its 38th consecutive month among A18-49 viewers

Additional streak info: 40th win of the last 42 months

  • Today averaged 1.014 million A18-49 viewers, +109,000 (+12%) ahead of GMA and +390,000 (+62%) over CBS
  • Today had its highest A18-49 advantages over GMA and CBS in three months

Among total viewers, Today averaged 4.058 million, leading CBS by +806,000 (+25%)

  • Today was the only morning news program to increase its viewership month-over-month, up +49,000 (+1%)
  • Versus GMA, Today closed the total viewer gap by 60% compared to both prior month (April 2018) and prior year (May 2017)
  • Today posted higher advantages over CBS versus prior month (up +22%) and prior year (52% higher)

Today averaged 1.371 million A25-54 viewers, leading GMA by +164,000 (+14%) and CBS This Morning by +526,000 (+62%)

  • Today has now ranked #1 among A25-54 viewers for 126 consecutive weeks (best streak in almost six years) and 142 of the last 143 weeks
  • Today delivered a 1.14 A25-54 rating, +0.14 points ahead of GMA and +0.44 points more than CBS
  • Today won all five mornings among A25-54 viewers
  • Today topped GMA by at least 100,000 demo viewers for the fifth consecutive week

Today averaged 987,000 A18-49 viewers, +118,000 (+14%) ahead of GMA and +384,000 (+64%) higher than CBS

  • Among A18-49 viewers, Today has now posted 146 consecutive weekly wins and has finished #1 in 152 of the last 154 weeks and 163 of the last 167 weeks
  • Today’s 0.77 A18-49 rating led GMA by +0.10 points and CBS by +0.30 points
  • Today won all five morning among A18-49 viewers

Today averaged 4.074 million total viewers, leading CBS This Morning by +868,000

  • Today ranked #1 in total viewers on three out of five mornings
  • Today posted its largest advantage over CBS in 13 weeks, since Week #2 of the Pyeongchang Olympics (week of 2/19/2018)
  • Today was the only morning news program to see an increase of total viewers over its 2Q-to-date average (up +1%, or +46,000)
  • Compared to the same week last season, Today reduced the gap with GMA by 63% while widening its own lead over CBS by 64%

Season-To-Date

Today ranks #1 among A25-54 viewers

  • Leads GMA by +165,000 and CBS by +579,000

Today ranks #1 among A18-49 viewers

  • Leads GMA by +165,000 and CBS by +439,000

Today Leads CBS by +749,000 total viewers

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