‘TODAY’ IS THE NO. 1 MORNING PROGRAM IN A25-54 RATING FOR THE WEEK OF JULY 23

NBC News

NEW YORK – August 2, 2012 – NBC News’ “Today” delivered 4.3 million total viewers for the week of July 23 posting week-to-week gains. In the key demo, A25-54, “Today” continues as the number one morning program for 900 straight weeks posting a 1.5 rating. “Today” has been the number one morning program for more than 16 years, and for 860 out of 868 weeks.

Highlights:

• TODAY averaged 4.295 million total viewers, leading CBS This Morning by +92% (+2,055,000).
• In rating A25-54, TODAY was number one tying GMA with a 1.5 rating and topping CBS This Morning by +114% (+8 tenths).
• TODAY has now won 900 straight weeks in rating A25-54.
• In the A25-54 (000) demo, TODAY averaged 1.839 million viewers, trailing GMA by -12,000 (-1%) but leading CBS This Morning by +991,000 (+117%).
• Week-to-week, TODAY posted gains in total viewers (+1%, or +50,000), rating M/A18-49 (+14%/+10%), and rating M/A25-54 (+10%/+7%).
• TODAY grew in rating M/A18-49 (+14%/+10%) and rating M25-54 (+10%) compared to 3Q’12-to-date levels.
• Season-to-date, TODAY outperforms GMA by +6% (+300,000) in total viewers and by +18% (+344,000) in A25-54 (000). TODAY now tops Early Show/CBS This Morning by +110% (+2,704,000) in total viewers and by +127% (+1,263,000) in A25-54 (000).

TODAY II (9am) & III (10am) Highlights:
• TODAY II delivered 3.437 million total viewers and a 1.0 A25-54 rating.
• On Friday, TODAY II averaged 4.248 million total viewers, its biggest single-day total viewership since April 6, 2012.
• TODAY II topped CBS This Morning in homes (+59%), total viewers (+53% or +1,197,000), rating W/M/A18-49 (+67%/+67%/+40%) and rating W/A25-54 (+75%/+43%) while tying in rating M25-54.
• TODAY II beat The View in homes (+8%), total viewers (+9%, or +296,000), rating W/M/A18-49 (+11%/+67%/+17%) and rating W/M/A25-54 (+17%/+100%/+43%).
• TODAY II outperformed The Talk in homes (+59%), total viewers (+56%, or +1,240,000), rating W/M/A18-49 (+43%/+150%/+75%), rating W/M/A25-54 (+40%/+100%/+67%).
• TODAY II beat The Chew in homes (+69%), total viewers (+62%, or +1,312,000), rating W/M/A18-49 (+67%/+150%/+75%), and rating W/M/A25-54 (+75%/+100%/+67%).
• TODAY II topped Good Afternoon America in homes (+108%), total viewers (+102%, or +1,734,000), rating W/M/A18-49 (+100%/+150%/+133%), and rating W/M/A25-54 (+100%/+200%/+150%).
• Week-to-week, TODAY II posted gains in homes (+13%), total viewers (+8%, or +252,000), rating M18-49 (+25%), and rating W/M/A25-54 (+8%/+20%/+11%).
• Versus the same week last season, TODAY II was up in homes (+8%) and total viewers (+3%, or +95,000).
• TODAY II also saw gains in homes (+4%) and total viewers (+5,000) versus season-to-date levels.
• Season-to-date, TODAY II leads The View in rating M18-49 (+67%), and rating M/A25-54 (+50%/+11%).
• TODAY III averaged 2.225 million total viewers and a 0.7 A25-54 rating.
• Rebroadcasts of TODAY III averaged an additional 518,000 total viewers.
• TODAY III beat CBS This Morning in rating W18-49 (+33%) and rating W25-54 (+25%) while tying in rating M/A18-49 and rating A25-54.
• TODAY III topped The View in rating M25-54 (+33%) while tying in rating M18-49 and rating A25-54.
• TODAY III outperformed The Talk in total viewers (+1%, or +28,000), rating W/M/A18-49 (+14%/+50%/+25%) and rating M/A25-54 (+33%/+17%).
• TODAY III led The Chew in homes (+6%), total viewers (+5%, or +100,000), rating W/M/A18-49 (+33%/+50%/+25%), and rating W/M/A25-54 (+25%/+33%/+17%).
• TODAY III beat Good Afternoon America in homes (+31%), total viewers (+31%, or +522,000), rating W/M/A18-49 (+60%/+50%/+67%), and rating W/M/A25-54 (+43%/+100%/+75%).
• TODAY III posted growth week-to-week in total viewers (+3%, or +72,000) and rating W18-49 (+14%) and widened its lead over Good Afternoon America in both categories.
• TODAY III posted gains versus the same week last season in homes (+13%), total viewers (+14%, or +272,000), rating W18-49 (+14%), and rating W25-54 (+11%).
• TODAY III was also up +77,000 (+4%) total viewers from season-to-date levels.
• Season-to-date, TODAY III has grown +6% in homes and by +9,000 total viewers.
• Season-to-date, TODAY III leads The Talk in homes (+6%), rating W/M18-49 (+14%/+50%), and rating M/A25-54 (+33%/+17%) while tying in total viewers, rating A18-49 and rating W25-54.

Jim Bell is the Executive Producer of “Today” (Mon. – Fri., 7am – 10am)

‘TODAY’ IS THE NO. 1 MORNING PROGRAM IN A25-54 RATING FOR THE WEEK OF JULY 23