TODAY wins total viewers for Halloween week

TODAY continues to grow in key demo leads year after year

TODAY is No. 1 so far in the key demo season

NEW YORK – November 5, 2024 – NBC News’ TODAY was the number one morning show during Halloween week, surpassing 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 extended its A25-54 advantage over GMA by 47% year-over-year.

TODAY is the top-rated morning show in the key demo this season, with a lead that nearly doubles GMA compared to last year. This is TODAY’s best key demo start to a season against GMA in eight seasons. Additionally, TODAY has narrowed its overall audience gap to GMA by 67% compared to last season, making it the closest it has been in 13 years.

Source: Nielsen Panel, L+SD, October 28, 2024 – November 3, 2024. Average audience based solely on regularly aired television shows.

IMPORTANT WEEKLY POINTS:

• No. 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 65th^Th Week in a row – longest winning streak in over 3 years (since May 2021)
• TODAY improved its competitive position year over year versus GMA in A25-54 and 49th total viewers^Th Week in a row, longest streak in over 25 years (since January 1999)
• TODAY is the No. 1 morning show this season in programs A25-54 and A18-49

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

• TODAY surpassed GMA in total viewers for the 6th time^Th times this year and has topped CBS for 1,681 consecutive weeks (since the week of August 10, 1992).
• TODAY posted its largest total viewership in 12 weeks (since Week 2 of the Paris Olympics, 08/05/2024) and posted its best lead over GMA in 8 weeks (since week of 09/02/2024).
• TODAY consistently ranked first on Monday (+105,000 vs. GMA), Thursday (+125,000) and Friday (+166,000).
• Week-on-week, TODAY gained a total of +60,000 viewers and turned a deficit into a win over GMA (+20,000 compared to -54,000 the previous week).
• Compared to last year, TODAY turned a deficit into a win against 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, outperforming GMA by +203,000 (+42%) and leading CBS by +270,000 (+64%).

• TODAY has been the #1 morning show for 64 consecutive weeks (since the week of August 14, 2023) and has ranked ahead of CBS for 1,681 consecutive weeks (since the week of August 10, 1992).
• TODAY has won a direct duel with GMA on 94 mornings in a row since June 12, 2024
• TODAY topped GMA by +332,000 A25-54 viewers on Monday, marking its 14th spot^ThDaily demo win with over 300,000 viewers in 2024 and the highest such figure in a year since 2018
• Compared to 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).
• Year-over-year, TODAY improved its A25-54 advantage over GMA by 47% (+203,000 vs. +138,000 last year).

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

TODAY HALLOWEEN 2024

TODAY No. 1 in general for Halloween (October 31, 2024)

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

• The brand achieved 25.0 million video views across on- and off-net platforms (5% WoW, -26% YoY).

PREVIOUS SEASON 2023–24 (09/23/2024–11/03/2024)

TODAY is the No. 1 morning show in the A25-54 and A18-49 season so far

A25-54:

• TODAY leads GMA with +203,000 A25-54 viewers:
  • The advantage nearly doubles last year (+102,000) and is TODAY the largest audience advantage in eight seasons (since 2016-17).
  • TODAY has the largest share of network morning show viewers ages 25-54 (44.0%) in 13 seasons (since 2011-12).

Total number of viewers:

• TODAY sees a 67% improvement in the gap over the same period last season (-242,000) and the narrowest gap in 13 seasons (since 2011-12).

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