TODAY wins total viewers for Halloween week

TODAY Key Demo Leads are growing year over year

TODAY is number 1 in the Key Demo Season to date

NEW YORK – November 5, 2024 – NBC News’ TODAY was the top morning show live for Halloween week, topping ABC’s “Good Morning America” ​​in total viewers and the key demo. TODAY marked its 64th consecutive weekly demo win, its longest streak since December 2020. Additionally, TODAY increased its A25-54 lead over GMA by 47% year-over-year.

Season to date, TODAY is the top-rated morning show in the key demo with an advantage that nearly doubles GMA’s year-over-year lead. This is TODAY’s top key demo start in a season versus GMA in 8 seasons. Additionally, TODAY has narrowed the overall viewership gap with GMA by 67% over last season to its closest margin in 13 years.

Source: Nielsen Panel, L+SD, 28/10/2024-11/3/2024. Average audience based on regularly titled broadcasts only.

KEY WEEKLY POINTS:

• #1 in total viewers, 6^th weekly win in 2024
• #1 in A25-54 for 64 consecutive weeks – longest demo winning streak in over 3.5 years (since December 2020)
• #1 in A18-49 for the 65^th week in a row – longest winning streak in over 3 years (since May 2021)
• TODAY improved its year-over-year competitiveness over GMA among A25-54 and total viewers for the 49^th week in a row, longest streak in over 25 years (since January 1999)
• Season to date, TODAY is the #1 morning show in A25-54 and A18-49

TODAY averaged 2.612 million viewers, beating Good Morning America by +20,000 (+1%) and leading CBS Mornings by +620,000 (+31%)

• TODAY GMA beat total viewers for 6th^th time this year and has outperformed CBS for 1,681 consecutive weeks (since week 8/10/1992)
• TODAY drew its largest total audience in 12 weeks (since Week 2 of the Paris Olympics, 8/5/2024) had its best advantage over GMA in 8 weeks (since week 9/2/2024)
• TODAY ranked #1 across the board Monday (+105,000 vs. GMA), Thursday (+125,000) and Friday (+166,000)
• Week by week TODAY added +60,000 total viewers and turned a gap to a win vs. GMA (+20,000 vs. -54,000 last week)
• Compared to the previous year, TODAY turned a gap to a victory vs. GMA (+20,000 vs. -226,000 last year) and improved its lead over CBS by 4% (+620,000 vs. +599,000 last year)

TODAY averaged 692,000 A25-54 viewers, beating GMA by +203,000 (+42%) and leading CBS by +270,000 (+64%)

• TODAY has been #1 morning show for 64 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,681 consecutive weeks (since week of 10/8/1992)
• TODAY has won 94 consecutive morning head-to-head competition with GMA since 12/6/2024
• TODAY GMA hit +332,000 A25-54 viewers on Monday, marking its 14th^thdaily demo win over 300,000 viewers in 2024 and highest number in one year since 2018
• Over last week, TODAY increased its A25-54 viewership by +3,000 (+0.4%) and improved its demo lead over GMA by 2% (+203,000 vs. +199,000 last week)
• Compared to the previous year, I DAG improved its A25-54 advantage vs. GMA with 47% (+203,000 vs. +138,000 previous year)

TODAY averaged 450,000 A18-49 viewers, beating GMA by +141,000 (+45%) and leading CBS by +168,000 (+59%)

TODAY HALLOWEEN 2024

TODAY #1 across the board on Halloween (10/31/2024)

TODAY Digital had 9.7 million unique visitors (-8% WoW, -19% y/y)

• The brand received DKK 25.0 million. video views across online and offline platforms (5% WoW, -26% YoY)

2023-24 SEASON TO DATE (23/9/2024-11/3/2024)

TODAY is the #1 ranked morning show in A25-54 and A18-49 season to date

A25-54:

• TODAY GMA leads with +203,000 A25-54 viewers:
  • Advantage nearly doubles previous year (+102,000) and is DAY’s largest viewership advantage in 8 seasons (since 2016-17)
  • TODAY draws largest share of A25-54 viewers of network morning shows (44.0%) for 13 seasons (since 2011-12)

Total number of viewers:

• TODAY marks a 67% improvement on the same period last season (-242,000) and its closest margin in 13 seasons (since 2011-12)

###