TODAY Tops GMA Across the Board Season-to-Date for First Time in 7 Years
TODAY Tops GMA for 81 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Advantages in Key Demo Year Over Year
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – March 4, 2025 – For the first time in seven years, TODAY is the top-rated morning show across the board in total viewers, A25-54 and A18-49 season-to-date. For 81 weeks straight, NBC News’ TODAY was the number-one morning show in the key demo A25-54. Additionally, TODAY also grew its demo lead over GMA versus the prior year.
TODAY is now leading in total viewers by its widest margin in 7 seasons and is posting its biggest key demo lead in eight seasons versus GMA.
Source: Nielsen Panel, L+SD, 2/24/2025-3/2/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY ranked #1 in total viewers for the 16th time in the last 18 weeks
- #1 in A25-54 for 81 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 82nd consecutive week – longest win streak in over 3 years (since May 2021)
- Vs. prior week, TODAY posted the biggest increase in A25-54 viewers and widened its demo lead vs. GMA by 47% and CBS by 4%
- Versus prior year, TODAY improved its total viewer margin vs. GMA for the 13th consecutive week of head-to-head competition
- Season-to-date, TODAY is the #1 morning show across-the-board for first time in 7 years
TODAY averaged 2.725 million total viewers, beating Good Morning America by +40,000 (+1%) and leading CBS Mornings by +700,000 (+35%)
- TODAY has been the #1 ranked morning show in total viewers for 16 of the last 18 weeks
- TODAY won both Monday (+219,000) and Friday (+170,000) over GMA
- Week-over-week, TODAY reversed a total viewer loss to a win over GMA (+40,000 vs. -3,000 prior week)
- Compared to the same week last year, TODAY reversed a loss to a win over GMA (+40,000 vs. -7,000 prior year) and also improved its advantage vs. CBS by 17% (+700,000 vs. +600,000 prior year)
TODAY averaged 679,000 A25-54 viewers, beating GMA by +214,000 (+46%) and leading CBS by +322,000 (+90%)
- TODAY has been the #1 morning show for 81 consecutive weeks (since 8/14/2023), its longest streak in over five years (since August 2019)
- TODAY beat GMA by at least 100,000 demo viewers for the 32nd consecutive week
- TODAY improved its demo lead over CBS for the second straight week, now hitting its best level in six weeks (since 1/13/2025)
- Week-over-week, TODAY saw the biggest gain in A25-54 viewership (+29,000, up +4%) and improved its demo advantages over GMA by 47% (+214,000 vs. +146,000 prior week) and CBS by 4% (+322,000 vs. +311,000 prior week)
- Compared to prior year, TODAY increased its A25-54 advantage vs. GMA by 8% (+214,000 vs. +198,000 prior year) and its lead over CBS by 21% (+322,000 vs. +267,000 prior year)
TODAY averaged 417,000 A18-49 viewers, beating GMA by +110,000 (+36%) and leading CBS by +179,000 (+75%)
TODAY Digital had 6.4M unique visitors
- The brand drove 25.7M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-3/2/2025)
TODAY is the #1 ranked morning show across the board this season
Total Viewers:
- TODAY leads GMA by +27,000 total viewers, a reversal from the -161,000 gap seen at this point last year and its biggest advantage in 7 seasons (since 2017-18)
A25-54:
- TODAY leads GMA by +215,000 A25-54 viewers:
- TODAY has widened its demo lead by 79% (+215,000 vs. +120,000 prior year) and is TODAY’s biggest advantage over GMA in 8 seasons (since 2016-17)
- TODAY is drawing its biggest share of A25-54 viewers of network morning shows (44.4%) in 13 seasons (since 2011-12)
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