TODAY Tops GMA for 92 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Demo Lead Over GMA Versus Prior Year
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – May 20, 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 92nd consecutive weekly demo win. TODAY narrowed the total viewer gap with GMA by 40% week over week and also grew its demo lead by 21% versus the prior year.
Season to date, TODAY has closed the total viewer gap with GMA by 86% and is the top-rated morning show in the key demo with a 52% higher advantage versus GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.
Source: Nielsen Panel, L+SD, 5/12/2025-5/18/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 92 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 93rd consecutive week – longest win streak in over 6 years (since June 2018)
- Closest total viewer margin vs. GMA in 8 weeks
- Versus prior year, TODAY widened its A25-54 leads by 21% over both GMA and CBS
- Season-to-date, TODAY is the #1 morning show among A25-54 and A18-49 viewers
TODAY averaged 579,000 A25-54 viewers, beating GMA by +154,000 (+36%) and leading CBS by +269,000 (+87%)
- TODAY has been the #1 morning show for 92 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,709 consecutive weeks (every week since 8/10/1992)
- TODAY beat GMA by at least 100,000 A25-54 viewers for the 42nd consecutive week and has also won 224 consecutive mornings in the key demo
- Compared to prior year, TODAY improved its A25-54 demo lead vs. GMA by 21% (+154,000 vs. +127,000 prior year) and CBS by 21% (+269,000 vs. +223,000 prior year)
TODAY averaged 362,000 A18-49 viewers, beating GMA by +89,000 (+33%) and leading CBS by +169,000 (+87%)
TODAY averaged 2.499 million total viewers, leading CBS by +595,000 (+31%)
- TODAY has beaten CBS for 1,709 consecutive weeks (every week since 8/10/1992)
- TODAY’s gap with GMA is the most narrow seen in 8 weeks (since 3/17/2025)
- Week-over-week, TODAY reduced its total viewership gap vs. GMA by 40% (-79,000 vs. -132,000 prior week).
- TODAY ranked #1 on Thursday morning, leading GMA by +33,000
TODAY Digital had 6.1M unique visitors
- The brand drove 19.4M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-5/18/2025)
TODAY is the #1 morning show across the board this season
A25-54:
- TODAY leads GMA by +194,000 A25-54 viewers:
- TODAY has widened its demo lead by 52% (+194,000 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)
Total Viewers:
- TODAY trails GMA by just -18,000 total viewers this season, 86% closer than last season and its closest gap in 13 years
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