NBC News' "Today" is by far the morning news leader topping its competition by momentous margins for the first quarter 2010. America’s favorite morning program attracted more than 5.7 million viewers for the quarter a giant 1.24 million lead over GMA (its biggest 1Q win over GMA in six years) and a 2.93 million lead over "The Early Show." "Today’s" advantages over both GMA and "The Early Show" increased year-to-year in homes, total viewers, and all ratings categories. The win marks the 62nd consecutive quarter "Today" has been the No. 1 morning news program.
Below are the highlights for the Fourth Quarter 2009.
- TODAY PLACED FIRST IN HOMES, TOTAL VIEWERS, AND ALL KEY DEMOGRAPHICS.
- In total viewers, TODAY outperformed GMA by +28% (+1,237,000) and CBS Early Show by 105% (+2,933,000).
- This is the fifth consecutive quarter TODAY has beaten GMA by over one million total viewers.
- TODAY posted its biggest 1Q total viewer, W18-49 (000), and W/A18-49 (000) advantages over GMA since 2004.
- TODAY’s advantages over both GMA and Early Show increased year-to-year in homes, total viewers, and all ratings categories.
- In rating A18-49 TODAY outperformed GMA by 45% (+5 tenths) and CBS Early Show by 129% (+9 tenths).
- In rating A25-54, TODAY outdelivered GMA by 40% (+6 tenths) and CBS Early Show by 133% (+1.2 ratings points).
- TODAY II posted its best 1Q total viewer delivery since 2007.
- TODAY II outrated CBS early show in homes, total viewers, rating W/M/A18-49 and rating W/M/A25-54.
- TODAY II topped CBS Early Show in homes (+33%), total viewers (+35% or +984,000), rating W/M/A18-49 (+50%/+20%/+29%) and rating W/M/A25-54 (+25%/+14%/+22%).
- TODAY II outperformed THE VIEW in rating M18-49 (+50%) and rating M25-54 (+60%) while tying in rating A25-54.
- TODAY posted gains in total viewers (+2% or +56,000) and rating M18-49 (+20%) versus 1Q’09 levels.
- Year-to-year, TODAY III posted gains in homes (+6%) and total viewers (+7% or +136,000).
- TODAY III also increased by +3,000 viewers in A25-54 (000).
- TODAY III had its best ever 1Q deliveries in homes, total viewers, and A25-54 (000).
Highlights For Last Week:
- TODAY averaged 5.315 million total viewers, a +27% (+1,129,000) advantage over GMA and +109% (+2,771,000) over Early Show.
- TODAY has now won 746 consecutive weeks in both homes and total viewers.
- In rating A25-54, TODAY led GMA by +50% (+7 tenths) and Early Show by +133% (+1.2 ratings points).
- In rating A18-49, TODAY outperformed GMA by +60% (+6 tenths) and Early Show by +167% (+1 full rating point).
- TODAY has now won 807 weeks in rating A18-49 and 778 weeks in rating A25-54.
- Versus the prior week, TODAY saw delivery increases in homes (+5%), total viewers (+5%, or +241,000), rating W/M18-49 (+5%/+10%), and rating W/M/A25-54 (+8%/+8%/+5%).
- TODAY also widened its lead over GMA week-to-week in homes, total viewers, rating M18-49, and rating W/M/A25-54.
- TODAY grew in rating W/M/A18-49 (+5%/+10%/+7%) and rating W/A25-54 (+8%/+5%) compared to the same week last season, and increased its gap over GMA in all ratings categories year-to-year.
- Versus its season-to-date average, TODAY increased +10% in rating A18-49 and +8% in rating M25-54.
- Season-to-date, TODAY is the only morning news program to grow its audience year-to-year (+1%, or +35,000) and tops second-place GMA by +29% (+1,278,000) in total viewers and +40% (+739,000) in A25-54 (000).
- TODAY has widened its advantages over both GMA and Early Show this season in homes, total viewers, rating W/A18-49, and rating W/A25-54 compared to the same period last season.
- TODAY II topped CBS Early Show in homes (+26%), total viewers (+24% or +604,000), rating W/M/A18-49 (+25%/+25%/+17%) and rating W25-54 (+10%).
- TODAY II beat The View in rating M18-49 (+67%) and rating M25-54 (+50%).
- Season-to-date, TODAY II is up in homes (+4%), total viewers (+4% or +155,000), rating M/A18-49 (+20%/+13%), and rating W25-54 (+7%).
- TODAY III averaged 1.846 million total viewers and a 0.6 A25-54 rating.
- Season-to-date, TODAY III is up in homes (+7%) and total viewers (+7%, or +140,000) while also increasing +2% in A25-54 (000).
Jim Bell is the executive producer of "Today" (Monday - Friday, 7-11 a.m.).