TODAY Tops GMA for 94 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 – June 3, 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 94th consecutive weekly demo win. Additionally, TODAY narrowed the total viewer gap with GMA by 70% versus the prior year.
Season to date, TODAY has closed the total viewer gap with GMA by 85% and is the top-rated morning show in the key demo with a 48% 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, 5/26/2025-6/1/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 94 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- TODAY has now won 232 consecutive mornings in the key demo (since 6/12/2024)
- #1 in A18-49 for the 95th consecutive week – longest win streak in over 6 years (since June 2018)
- TODAY posted its closest total viewer gap vs. GMA in 10 weeks (since 3/17/2025) and biggest advantage vs. CBS in 7 weeks (since 4/7/2025)
- TODAY ranked #1 in total viewers on Wednesday (+94,000 vs. GMA)
- Season-to-date, TODAY is the #1 morning show among A25-54 and A18-49 viewers
TODAY averaged 542,000 A25-54 viewers, beating Good Morning America by +76,000 (+16%) and leading CBS Mornings by +200,000 (+58%)
- TODAY has been the #1 morning show in A25-54 for 94 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,957 consecutive weeks (every week since the start of Nielsen People Meters in September 1987)
- TODAY has beaten GMA in A25-54 every morning since June 12, 2024, winning the key demo for 232 consecutive mornings
- Compared to prior year, TODAY improved its A25-54 advantage vs. CBS by 20% (+200,000 vs. +167,000 prior year)
TODAY averaged 338,000 A18-49 viewers, beating GMA by +21,000 (+7%) and leading CBS by +132,000 (+64%)
TODAY averaged 2.558 million total viewers, leading CBS by +735,000 (+40%)
- TODAY has beaten CBS in total viewers for 1,957 consecutive weeks, every week since the start of Nielsen People Meters in September 1987)
- TODAY’s gap with GMA is the most narrow seen in 10 weeks (since 3/17/25) while its advantage over CBS is the largest seen in 7 weeks (since 4/7/25)
- Week over week, TODAY reduced its total viewership gap vs. GMA by 10% (-71,000 vs. -79,000 prior week) and improved its lead over CBS by 30% (+735,000 vs. +565,000 prior week)
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 70% (-71,000 vs. -235,000 prior year) and widened its advantage vs. CBS by 30% (+735,000 vs. +565,000 prior year)
TODAY Digital had 6.5M unique visitors
- The brand drove 30.0M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-6/1/2025)
TODAY is the #1 morning show across the board this season
A25-54:
- TODAY leads GMA by +190,000 A25-54 viewers:
- TODAY has widened its demo lead by 48% (+190,000 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 (+292,000) is at a three-year high, 28% better than the same point last season (+228,000)
Total Viewers:
- TODAY trails GMA by just -20,000 total viewers, 85% closer than the -133,000 gap seen at this point last year
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