For the first time in more than three years, NBC’s Today show won a full month (4 consecutive weeks) in the A25-54 demo, the one most important to advertisers of news. That hasn’t happened since July/August 2012 when NBC aired the London Summer Olympics. It was Today’s biggest demo lead on Good Morning America (+10 percent) since the Sochi Olympics in Feb. 2014.
GMA continues to lead Today among total viewers (by +10 percent last week), but NBC has closed that gap 59 percent vs. the same week last year.
Compared to the same week last year, only CBS This Morning is showing viewer growth, up +10 percent. All three programs are down in the demo: Today is down -3 percent, CTM is down -5 percent, and GMA is down double digits in both viewers (-15 percent) and the demo (-27 percent).
Due to the Papal visit, GMA and Today are based on four days, with Thursday removed from the average.
The averages for the week of Sept. 21:
- Total Viewers: ABC: 4.714M / NBC: 4.268M / CBS: 3.295M
- A25-54 viewers: ABC: 1.527M / NBC: 1.681M / CBS: 946,000