TODAY Tops GMA Across the Board Season-to-Date for First Time in 7 Years
TODAY Tops GMA in Total Viewers for 3 Consecutive Quarters
TODAY Grows Advantages in Key Demo Year Over Year
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – April 1, 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. TODAY marked its third consecutive quarter win for the first quarter of 2025, topping ABC’s “Good Morning America” in both total viewers and the key demo.
During the first quarter, TODAY grew in total viewers and A25-54 advantages compared to prior year. Additionally, for 84 weeks straight, TODAY was the number-one morning show in the key demo and 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.
Read more here.
1ST QUARTER 2025
KEY QUARTERLY POINTS:
- #1 in total viewers for 3rd consecutive quarter; first quarterly “three-peat” in nearly 13 years (since 2Q 2012)
- This was TODAY’s first 1Q total viewer win since 2018
- Versus prior year, TODAY increased its total viewer lead over CBS by 22%
- #1 in A25-54 for the 10th consecutive quarter (36th win in last 38 quarters)
- This is TODAY’s biggest 1Q demo win over GMA in 13 years and best 1Q advantage vs. CBS in three years
- Versus prior year, TODAY improved its A25-54 lead over GMA by 50% (+195,000 vs. +130,000 prior year) and over CBS by 36% (+294,000 vs. +216,000 prior year)
- 44.2% share of morning news A25-54 viewership is TODAY’s highest 1Q level in 14 years (2011)
- #1 in A18-49 for the 10th consecutive quarter (120 of the last 122 quarters since 4Q 1994)
TODAY averaged 2.693 million total viewers, topping GMA by +3,000 (+0.1%) and leading CBS by +674,000 (+33%)
TODAY averaged 664,000 A25-54 viewers, beating GMA by +195,000 (+42%) and leading CBS by +294,000 (+80%)
TODAY averaged 428,000 A18-49 viewers, beating GMA by +133,000 (+45%) and leading CBS by +190,000 (+80%)
MARCH 2025
KEY MONTHLY POINTS:
- #1 in A25-54 for the 19th consecutive month
- #1 in A18-49 for the 31st consecutive month (118 of the last 120 months since April 2015)
- Versus prior year, TODAY reduced the total viewer gap vs. GMA by 25%
TODAY averaged 646,000 A25-54 viewers, beating GMA by +186,000 (+40%) and leading CBS by +283,000 (+78%)
TODAY averaged 411,000 A18-49 viewers, beating GMA by +117,000 (+40%) and leading CBS by +178,000 (+76%)
WEEK of 3/24/2025
KEY WEEKLY POINTS:
- #1 in A25-54 for 85 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 86th consecutive week – longest win streak in over 3 years (since May 2021)
- Season-to-date, TODAY is the #1 morning show across-the-board for first time in 7 years
- TODAY beat GMA in total viewers on Monday (+17,000) and Thursday (+83,000)
TODAY averaged 609,000 A25-54 viewers, beating Good Morning America by +144,000 (+31%) and leading CBS Mornings by +244,000 (+67%)
- TODAY has been the #1 morning show for 85 consecutive weeks (since 8/14/2023), its longest streak in over five years (since August 2019), and outperformed CBS for 1,702 consecutive weeks (since 8/10/1992)
- TODAY beat GMA by at least 100,000 demo viewers for the 36th consecutive week
TODAY averaged 394,000 A18-49 viewers, beating GMA by +81,000 (+26%) and leading CBS by +163,000 (+71%)
TODAY averaged 2.524 million total viewers, leading CBS by +522,000 (+26%)
- TODAY ranked #1 on Monday (+17,000 vs. GMA) and Thursday (+83,000 vs. GMA)
TODAY Digital had 6.2M unique visitors
- The brand drove 23.7M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-3/30/2025)
TODAY is the #1 morning show across the board this season
Total Viewers:
- TODAY leads GMA by +12,000 total viewers, a reversal from the -151,000 gap seen at this point last year and its first season-to-date lead in 7 seasons (since 2017-18)
A25-54:
- TODAY leads GMA by +209,000 A25-54 viewers:
- TODAY has widened its demo lead by 73% (+209,000 vs. +121,000 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 (44.3%) in 13 seasons (since 2011-12)
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