Rachel Dolezal Interview Lifts 'Today' to Demo Victory
Matt Lauer's sit-down helped the morning show beat 'GMA' in the adults ages 25-54 demo.
Today's latest big get has paid off.
The NBC morning show's interview with Rachel Dolezal, her first since stepping down as NAACP chapter president amid controversy that she is a white woman pretending to be black, helped Today beat Good Morning America by 102,000 viewers in the adults ages 25-54 demo.
In total viewers, Today trailed Good Morning America by 45,000.
Dolezal's morning interview with Matt Lauer was just one component of the network's coverage. She also spoke with Savannah Guthrie for NBC Nightly News, MSNBC's Melissa Harris-Perry and NBCBLK, the network's African-American online vertical.
The day prior, Guthrie and MSNBC's Thomas Roberts also interviewed Dolezal's parents.
The demo victory is another bright spot for Today, which scored demo wins four of the last seven weeks without the aid of the Olympics in late April and May. Prior to those weekly triumphs, the network hadn't posted a victory of that kind since NBC's coverage of the 2014 Sochi Winter Olympics.