Please Rotate Your Device 90
For the best experience, turn your mobile device portrait mode.
Skip to main content

NBC NEWS

TODAY WINS KEY DEMO FOR 67 STRAIGHT WEEKS

Press Release
December 08, 2020

TODAY WINS KEY DEMO FOR 67 STRAIGHT WEEKS

#1 in A25-54 for Past 256 of 258 Weeks  

Increases Season Lead over GMA in All-Important Demo Vs. Last Year

NEW YORK – Dec. 8, 2020 – NBC News’ TODAY is once again the number-one morning show in the all-important key demo, winning the top spot for 67 straight weeks, and 256 out of the past 258 weeks. TODAY not only beat ABC’s “Good Morning America” (GMA) in A25-54 last week, but also increased its season-to-date lead over GMA in the demo most-coveted by news advertisers, compared to last season.  

Read more here.

TODAY HIGHLIGHTS:

WEEK OF NOVEMBER 30 – DECEMBER 6, 2020

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.85 1,032 0.57 737 3,353
CBS THIS MORNING 0.50 601 0.32 419 2,843
GOOD MORNING AMERICA 0.78 943 0.47 601 3,604

TODAY averaged 1.032 million A25-54 viewers, outperforming GMA by +89,000 (+9%) and CBS This Morning by +431,000 (+72%)

  • TODAY has now ranked #1 in A25-54 for 67 consecutive weeks (includes one tie) and 256 of the last 258 weeks

TODAY averaged 737,000 A18-49 viewers, topping GMA by +136,000 (+23%) and CBS by +318,000 (+76%)

  • TODAY has ranked #1 in A18-49 for 63 consecutive weeks and 125 of the last 127 weeks
  • TODAY’s A18-49 lead over GMA finished 16% higher than the same week last season

2020-21 SEASON-TO-DATE (9/21/2020-12/6/2020)

TODAY has ranked #1 among both A25-54 and A18-49 at this point of the season for 6 consecutive years

TODAY’s A25-54 advantage over GMA (+110,000) is up 22% versus the same point last season

TODAY’s A18-49 lead over GMA (+139,000) is 31% higher than prior year and its biggest advantage in three seasons

Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.

# # #