‘TODAY’ ATTRACTS 32% MORE VIEWERS THAN GMA DURING 4TH QUARTER 2002

‘TODAY’ ATTRACTS 32% MORE VIEWERS THAN GMA DURING 4TH QUARTER 2002
Published: January 7, 2003

photo preview / download “Today” Places First for the 34th Consecutive Quarter

NEW YORK — January 2, 2003 — NBC News’ “Today” closed 2002’s 4th quarter with a bang by snagging 32 percent more viewers (1.488 million) than GMA — up 5 percent from “Today’s” lead over “GMA” in the 4th quarter ‘01. “Today” is the only network news program not to decline in homes or total viewers versus the 4th quarter of 2001.

In terms of key demos, “Today” tied the combined delivery of GMA and CBS’ “The Early Show” among women/men/adults 25-54. Compared to the same period last year, “Today” was down only one-tenth of a rating point in women/adults 25-54, while GMA was down three-tenths in women and two-tenths in adults. Overall “Today” was up 1 percent in total viewers, while GMA declined 2 percent. This is the 34th consecutive quarter that “Today” has placed first.

Additional notes on the quarter:

·TODAY has placed first in persons 2+ for 30 quarters.

·TODAY has placed first in women 18-49 for 33 straight quarters (2 ties w/GMA).

·TODAY has won in men 18-49 for 48 straight quarters (4 ties w/GMA).

·TODAY has placed first in adults 18-49 for 34 straight quarters (1 tie w/GMA).

·TODAY has won in women 25-54 for 31 straight quarters (1 tie).

·TODAY has won in men 25-54 for 48 consecutive quarters (3 ties).

·TODAY has placed first in adults 25-54 for 34 quarters (1 tie).

For the holiday week of December 23-29, “Today” finished with a 4.0 rating/17 share and 5.0 million viewers. “GMA” stayed behind with a 3.2/14 and 4.1 million viewers. CBS’ “The Early Show” finished last with a 2.1/8 and 2.7 million viewers. The weekly win marks “Today’s” 367th straight week in first place.

“Today II” had a strong week, outperforming GMA and “The Early Show” among homes, total viewers and all key demos. It finished the week with a 3.8/12 and 4.9 million viewers. For the 4th Quarter 2002, “Today II” outrated “The Early Show” across the board in homes, total viewers, and women/adults 25/54. It was the best 4th quarter ever among total viewers, and its second best performance ever for any quarter.

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