'Today Show' Tops Morning Shows in February Sweeps


The cast of the "Today Show," from left, Natalie Morales, Savannah Guthrie, Matt Lauer and Al Roker (NBC Photo).

NEW YORK – TODAY was the number-one morning show for the February 2016 sweep, marking its third straight sweep victory in the key demo A25-54. TODAY posted its biggest key demo sweep advantage over GMA in nearly four years (since May 2012).

TODAY also posted its narrowest sweep margin with GMA in total viewers since February 2014 (Sochi Olympics). TODAY has now won 26 out of the last 27 weeks in the key demo. TODAY continues as the number-one morning show in both A25-54 and A18-49 for the season.

For the week of February 29, TODAY won Super Tuesday outright in total viewers, A25-54 and A18-49, proving once again, more viewers turn to TODAY when news breaks. TODAY narrowed the total viewer margin with GMA by a giant 57% versus the same week last year.

GMA is the only morning show down double digits suffering a 16% loss in the key demo and a 12% loss in total viewers versus the same week last year. GMA is down 17% in the demo and 10% in total viewers this season, year over year. GMA is also down 16% in the demo and 11% in total viewers February 2016 versus February 2015.

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