NBC News’ Today show posted its largest quarter win in more than four years (first quarter ’04) during the third quarter of 2008.
NBC averaged 5.3 million Total Viewers, copmared to 4.06 million for ABC and 2.5 million for CBS.
It was NBC’s third consecutive quarter win.
Click continued to see the NBC release…
NBC News’ “Today” is by far the morning news leader topping GMA by more than 1 million viewers for three straight quarters and posting its largest quarter win in more than four years (since 1Q’04). For the third quarter 2008, America’s favorite morning program attracted 5.3 million viewers for the quarter – a giant 1.24 million (31 percent) lead over GMA, and 2.8 million (111 percent) lead over “The Early Show.” The win marks the 53rd consecutive quarter “Today” has been the No. 1 morning news program.
“Today” has topped GMA by more than 1 million viewers for three straight quarters, the largest quarter winning streak in 5 years (since 3Q’03 through 1Q’04). “Today” also posted its best 3Q advantage over GMA in five years, since 3Q’03. GMA delivered its lowest 3rd quarter delivery in eight years (since 3Q’01). Year-to-year, “Today” increased its advantages over GMA by giant leaps in homes (from 15% up to 32%), total viewers (from 12% up to 31%), W18-49 (from 25% up to 43%), M18-49 (from 43% up to 67%), A18-49 (from 25% up to 50%), rating W25-54 (from 19% up to 25%), M25-54 (from 40% up to 44%) and A25-54 (from 27% up to 36%). Versus 3Q’07, “Today” increased in both homes (+5%) and total viewers (+7%).
For the quarter, “Today” led with a 4.1 household rating/15 share and 5.3 million viewers. “GMA” trailed with a 3.1/12 and 4 million viewers. CBS’ “The Early Show” remained in third place with a 1.9/7 and 2.5 million viewers.
In A25-54, “Today” led GMA by 36 percent and beat Early Show by a massive 111 percent. In A18-49, “Today” outperformed GMA by 50 percent and Early Show by 150 percent. “Today” had it biggest 3Q wins over GMA in W/A18-49 and W/A25-54 since 3Q’04.
“Today II” out-rated CBS Early Show in homes, total viewers, and all demographics for the quarter. “Today II” outperformed “The View” in homes (+8%), total viewers (+8% or +263,000), M18-49 (+25%) and M25-54 (+75%). Compared to 3Q’07, “Today II” increased in homes (+8%), total viewers (+6%), and M25-54 (+17%). Please note – “Today III” was pre-empted for two weeks during the third quarter. “Today III” had a strong delivery posting a 1.4/5 in homes and 1.7 total viewers.
Jim Bell is the executive producer of “Today” (Monday – Friday, 7-11 a.m.).