TODAY Tops GMA for 90 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Demo Lead Over GMA Versus Prior Week
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – May 6, 2025 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking its 90th consecutive weekly demo win. TODAY also grew its demo lead with GMA versus the prior week.
Season to date, TODAY has closed the total viewer gap with GMA by 91% and is the top-rated morning show in the key demo with an advantage more than double GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.
KEY WEEKLY POINTS:
- #1 in A25-54 for 90 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 91st consecutive week – longest win streak in over 6 years (since June 2018)
- Season-to-date, TODAY is the #1 morning show among A25-54 and A18-49 viewers
TODAY averaged 598,000 A25-54 viewers, beating GMA by +156,000 (+35%) and leading CBS by +296,000 (+98%)
- TODAY has been the #1 morning show for 90 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,707 consecutive weeks (every week since 8/10/1992)
- TODAY posted its best A25-54 advantage over GMA in six weeks (since 3/17/2025)
- TODAY beat GMA by at least 100,000 A25-54 viewers for the 40th consecutive week and has also won 215 consecutive mornings in the key demo
- WoW, TODAY improved its A25-54 viewership advantage vs. GMA by 9% (+156,000 vs. +143,000 prior week)
- Compared to prior year, TODAY improved its A25-54 viewership advantage vs. CBS by 18% (+296,000 vs. +251,000 prior year)
TODAY averaged 385,000 A18-49 viewers, beating GMA by +96,000 (+33%) and leading CBS by +202,000 (+110%)
TODAY averaged 2.572 million total viewers, leading CBS by +648,000 (+34%)
- TODAY has beaten CBS for 1,707 consecutive weeks (every week since 8/10/1992)
- Week over week, TODAY increased its total viewership by +11,000 (+0.4%)
- Versus prior year, TODAY improved its total viewer lead vs. CBS by 7% (+648,000 vs. +606,000 prior year)
TODAY Digital had 7.0M unique visitors
- The brand drove 19.8M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-5/4/2025)
TODAY is the #1 morning show across the board this season
A25-54:
- TODAY leads GMA by +196,000 A25-54 viewers:
- TODAY has widened its demo lead by 53% (+196,000 vs. +128,000 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 (44.1%) in 13 seasons (since 2011-12)
- TODAY’s A25-54 advantage vs. CBS (+295,000) is at a three-year high, 27% better than the same point last season (+232,000)
Total Viewers:
- TODAY trails GMA by just -12,000 total viewers, 91% closer than the -139,000 gap seen at this point last year
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