TODAY Tops GMA Across the Board Season-to-Date for First Time in 7 Years
TODAY Tops GMA for 87 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Key Demo Lead Week Over Week and Year Over Year
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – April 15, 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 87 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 and year. 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, 4/7/2025-4/13/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 87 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 88th 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 averaged 619,000 A25-54 viewers, beating Good Morning America by +126,000 (+26%) and leading CBS Mornings by +302,000 (+95%)
- TODAY has been the #1 morning show for 87 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,704 consecutive weeks (every week since 8/10/1992)
- TODAY beat GMA by at least 100,000 demo viewers for the 38th consecutive week
- Week over week, TODAY improved its A25-54 advantage vs. GMA by 15% (+126,000 vs. +110,000 prior week) and vs. CBS by 7% (+302,000 vs. +283,000 prior week)
- Compared to the same week last year, TODAY improved its A25-54 advantage vs. CBS by 47% (+302,000 vs. +205,000 prior year)
TODAY averaged 404,000 A18-49 viewers, beating GMA by +79,000 (+24%) and leading CBS by +204,000 (+102%)
- TODAY has ranked #1 in A18-49 for 88 consecutive weeks (since 8/7/2023), its longest winning streak since May 2021
- TODAY’s advantage over CBS is the largest seen in 7 weeks (since 2/17/25)
- Versus prior week, TODAY increased its A18-49 audience by +4,000 (up +1%) and improved its advantages over GMA by 3% (+79,000 vs. +77,000 prior week) and vs. CBS by 8% (+204,000 vs. +189,000 prior week)
- Compared to the same week last season, TODAY improved its A18-49 advantage vs. CBS by 74% (+204,000 vs. +117,000 prior year)
TODAY averaged 2.602 million total viewers, leading CBS by +768,000 (+42%)
- TODAY has beaten CBS for 1,704 consecutive weeks (every week since 8/10/1992)
- TODAY’s total viewer lead over CBS is the largest seen in 7 weeks (since 2/17/25)
- Week over week, TODAY reduced its total viewership gap vs. GMA by 18% (-130,000 vs. -158,000 prior week) and improved its lead over CBS by 21% (+768,000 vs. +636,000 prior week)
- Versus the same week last year, TODAY improved its total viewership advantage vs. CBS by 35% (+768,000 vs. +571,000 prior year)
TODAY Digital had 7.1M unique visitors
- The brand drove 21.1M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-4/13/2025)
TODAY is the #1 morning show across the board this season
Total Viewers:
- TODAY leads GMA by +1,000 total viewers, a reversal from the -146,000 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 +202,000 A25-54 viewers:
- TODAY has widened its demo lead by 64% (+202,000 vs. +123,000 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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