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NBC NEWS

‘TODAY’ Wins Across the Board for the February Sweep

Press Release
March 02, 2018

NEW YORK – March 2, 2018 – NBC News’ TODAY, co-anchored by Savannah Guthrie and Hoda Kotb, wins across the board for February 2018 sweeps, its first in six years since February 2012. This also marks the show’s 25th consecutive year at number one for February sweeps for the A18-49 demo, and its largest sweep advantage in A25-54 over ABC’s GMA since February 2012. Additionally, TODAY more than doubled its A25-54 advantage vs. GMA compared to the prior November 2017 sweep period, and improved its advantage by 92% compared to the previous year with February 2017 sweeps.

Megyn Kelly TODAY at 9 a.m. ET and TODAY with Kathie Lee and Hoda at 10 a.m. ET are also up across the board vs. the prior November 2017 sweeps period.

TODAY HIGHLIGHTS:

ProgramHH
Rtg
HH
Shr
P2+
Imps
P18-49
Rtg
P18-49
Imps
P25-54
Rtg
P25-54
Imps
TODAY3.22134,4650.951,2241.361,644
CBS THIS MORNING2.51103,4790.547010.79953
GOOD MORNING AMERICA3.07124,2480.779881.141,371

TODAY ranked #1 among total viewers, its first February sweep win in six years

  • TODAY averaged 4.465 million total viewers, +217,000 (+5%) higher than GMA and +986,000 (+28%) more than CBS This Morning
  • TODAY was the only broadcast to increase its viewership compared to the November 2017 sweep
  • Versus the February 2017 sweep, TODAY’s total viewership increased +3% (+145,000) and widened its lead vs. CBS by 73%

TODAY has won 11 consecutive sweeps among A25-54 viewers

  • TODAY averaged 1.644 million A25-54 viewers, leading GMA by +273,000 (+20%) and CBS by +691,000 (+73%)
  • This was TODAY’s widest sweep advantage over GMA since February 2012
  • Compared to the prior sweep (November 2017), TODAY more than doubled its A25-54 lead vs. GMA (by 110%) and widened its advantage over CBS by 34%
  • Compared to the February 2017 sweep, TODAY improved its advantage over GMA by 92% (+273,000 vs. +142,000 in Feb’17) and widened its lead over CBS by 26% (+691,000 vs. +547,000 in Feb’17)

TODAY ranked #1 among A18-49 viewers for the 13th consecutive sweep (and 92nd of the last 95 sweeps dating back to Nov’94)

  • TODAY averaged 1.224 million A18-459 viewers, outperforming GMA by +236,000 (+24%) and CBS by +523,000 (+75%)
  • TODAY has ranked #1 during the February sweep for the 25thyear in a row
  • Versus February 2017, TODAY more than doubled (111%) its lead over GMA (+236,000 vs. +112,000 in Feb’17) and improved its lead vs. CBS by 25% (+523,000 vs. +417,000 in Feb’17)