TODAY Tops GMA Across the Board Season-to-Date for First Time in 7 Years
TODAY Tops GMA for 86 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows in Key Demo Week Over Week
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – April 8, 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 86 weeks straight, NBC News’ TODAY was the number-one morning show in the key demo A25-54 and grew its demo lead versus the prior week. TODAY is now leading in total viewers for the first time in 7 seasons and is posting its biggest key demo lead in eight seasons versus GMA.
Source: Nielsen Panel, L+SD, 3/31/2025-4/6/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY is #1 in A25-54 for 86 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- TODAY improved its demo lead over CBS vs. both prior week and prior year
- TODAY is #1 in A18-49 for the 87th consecutive week – longest win streak in over 3 years (since May 2021)
- Vs. prior week, TODAY posted across-the-board viewer growth
- Season-to-date, TODAY is the #1 morning show across-the-board for first time in 7 years
TODAY averaged 627,000 A25-54 viewers, beating Good Morning America by +109,000 (+21%) and leading CBS Mornings by +283,000 (+82%)
- TODAY has been the #1 morning show for 86 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,703 consecutive weeks (since 8/10/1992)
- TODAY beat GMA by at least 100,000 demo viewers for the 37th consecutive week
- Week over week, TODAY increased its A25-54 viewership by +18,000 (up +3%) and improved its A25-54 viewership advantage vs. CBS by 16% (+283,000 vs. +244,000 prior week)
- Compared to prior year, TODAY improved its A25-54 viewership advantage vs. CBS by 32% (+283,000 vs. +214,000 prior year)
TODAY averaged 400,000 A18-49 viewers, beating GMA by +77,000 (+24%) and leading CBS by +189,000 (+90%)
TODAY averaged 2.614 million total viewers, leading CBS by +636,000 (+32%)
- TODAY increased its total viewer delivery by +90,000 (+4%) vs. prior week and improved its total viewership advantage vs. CBS by 22% (+636,000 vs. +522,000 prior week)
- Compared to prior year, TODAY improved its total viewership advantage vs. CBS by 13% (+636,000 vs. +562,000 prior year)
TODAY Digital had 6.6M unique visitors
- The brand drove 19.8M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-4/6/2025)
TODAY is the #1 morning show across the board this season
Total Viewers:
- TODAY leads GMA by +5,000 total viewers, a reversal from the -150,000 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 +205,000 A25-54 viewers:
- TODAY has widened its demo lead by 68% (+205,000 vs. +122,000 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 (44.2%) in 13 seasons (since 2011-12)
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