TODAY informs, entertains, inspires and sets the agenda each morning for viewers across America.
Audience Value
TODAY viewers are more Affluent & Educated vs. Competitors
50K+
fans visit the TODAY Plaza every year
#1
Most Social Early Morning News Show at 16.7M interactions
142
YoY Growth TODAY ALL DAY’s best month on record
Source:
TODAY viewers are more Affluent & Educated vs. Competitors: Source: Nielsen (1/1/2023 – 6/18/2023), Live+SD data stream, Excludes break-outs and sustainers, Program Ratings average audience.
Dedicated Fandom: 50,000+ fans visit the TODAY Plaza every year: Per brand marketing, estimates based on 200 ppl per weekday for 1-year. Previous estimates (pre-COVID) were ~100,000 per year. Estimate has been reduced given the latest attendance.
Social: #1 Most Social Early Morning News Show at 16.7M interactions: Talkwalker Social Content Ratings (9/19/22-6/18/23), Linear, Broadcast networks, News and Talk, Early Morning, Ranked by total interactions across FB, IG, TW, YT
YoY Growth: Comscore U.S. Media Metrix & Video Metrix. MMX: April 2023, VMX: April 2023. Make It – Adobe Analytics & Partner Dashboards, May 2023. Total Mobile and Desktop US Audience, April 2023.
Impact & Environment
TODAY Viewers are more likely to be brand loyal (P25-54)
#1
broadcast network morning show for ad impact
+7%
Ad Memorability vs. competition
+8%
Brand Memorability vs. competition
+33%
Message Memorability vs. competition
Source:
TODAY Viewers are more likely to be Brand Loyal: 2022 GfK MRI-Simmons Spring Doublebase USA weighted to Population (000) – Base: P25-54
TODAY is the #1 broadcast network morning show for ad impact: Marketcast/Phoenix TV Brand Effect, 9/19/22-4/7/23. Standard Ads, Adults 25-54. Primetime Daypart for Cable News (M-Su, 7p-12a). Morning Shows measure 7-9a daypart. Business News not measured. Norm includes all measured non-NBCU English-Language news programs excluding interview specials and human-interest programs. NBCU News Group includes Today Show, ad hoc Today 3rd Hour and Hoda & Jenna, Nightly News, and MSNBC Cable Prime.
KPIs: Source: Marketcast/Phoenix TV Brand Effect, 9/19/22-6/2/23. Standard Ads, Adults 25-54. Primetime Daypart for Cable News (M-Su, 7p-12a). Morning Shows measure 7-9a daypart. Business News not measured. Norm includes all measured non-NBCU English-Language news programs excluding interview specials and human-interest programs. MSNBC claim excludes shows that are not currently airing, P18+ and P25-54.
Competition
#1
in P18-49
for 32 consecutive years
#1
Morning Show for Monthly Cross-Platform Reach, +36% more viewers/visitors than #2 morning show
Top 3
(TODAY.com) reaching 45M UV in April
Source:
#1 in P18-49 for 32 consecutive years & #1 in P25-54 for 7 consecutive years: Nielsen, L+SD, A25-54, A18-49, 9/19/2022-12/25/2022, regular titles only.
#1 Morning Show for Monthly Cross-Platform Reach: Comscore XMedia. April 2023. Total View Report. United States data.
Top 3 Lifestyle Brand & Unique Viewers: Source: Comscore U.S. Media Metrix & Video Metrix. MMX: April 2023, VMX: April 2023. Make It – Adobe Analytics & Partner Dashboards, May 2023. Total Mobile and Desktop US Audience, April 2023.