TODAY Tops GMA in Key A25-54 Demo for Month and Week
TODAY Grows in Key Demo Month Over Month and Week Over Week
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – September 3, 2025 – NBC News’ TODAY was the number-one morning show in the key demo for the month of August, topping ABC’s “Good Morning America” for 24 consecutive months. Last week, TODAY was the number-one morning show, marking its 5th consecutive weekly demo win. Additionally, TODAY grew its demo lead versus prior week and narrowed its total viewer gap with GMA versus the prior week.
Season to date, TODAY is the top-rated morning show in the key demo. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.
TODAY HIGHLIGHTS:
AUGUST 2025
Source: Nielsen Panel, L+SD, 7/28/2025-8/31/2025. Average audience based on regularly-titled telecasts only.
TODAY averaged 543,000 A25-54 viewers, beating GMA by +92,000 (+21%) and leading CBS by +231,000 (+74%)
- Vs. prior month, TODAY was up TODAY +8% (+39,000)
TODAY averaged 334,000 A18-49 viewers, beating GMA by +39,000 (+13%) and leading CBS by +136,000 (+68%)
- Vs. prior month, all three programs were up: TODAY +12% (+37,000) vs. GMA +0.2% and CBS +12%
TODAY averaged 2.420 million total viewers, leading CBS by +674,000 (+39%)
- Vs. prior month, TODAY was the only program up: TODAY +2% (+43,000) vs. GMA -1% and CBS -4%
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WEEK OF 8/25/2025
Note: All three morning shows were retitled on Friday prior to the Labr Day holiday weekend. Additionally, GMA was retitled on Wednesday due to special report impact (Shooting at Minnesota Catholic school).
Source: Nielsen Panel, L+SD, 8/25/2025-8/31/2025. Average audience based on regularly-titled telecasts only.
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TODAY averaged 567,000 A25-54 viewers, beating Good Morning America by +102,000 (+22%) and leading CBS Mornings by +259,000 (+84%)
- TODAY has been the #1 morning show among A25-54 viewers 5 consecutive weeks (since 7/28/2025) and for 106 out of 107 weekly wins.
- TODAY posted its biggest A25-54 audience in 8 weeks (since week of 6/30/2025)
- TODAY has won the key A25-54 demo for 20 consecutive broadcasts
- Week over week, TODAY had the biggest growth in A25-54 viewership (+50,000, up +10%) and improved its demo advantages over GMA by 44% (+102,000 vs. +71,000 prior week) and CBS by 25% (+259,000 vs. +208,000 prior week)
TODAY averaged 359,000 A18-49 viewers, beating GMA by +45,000 (+14%) and leading CBS by +159,000 (+80%)
- A18-49 viewership for TODAY reached a 14-week high (best since week of 5/19/25)
- Week over week, TODAY added the most A18-49 viewers to its audience (+57,000, up +19%) and improved its advantages over GMA by 55% (+45,000 vs. +29,000 prior week) and CBS by 69% (+159,000 vs. +94,000 prior week)
TODAY averaged 2.458 million total viewers, leading CBS by +737,000 (+43%)
- Week over week, TODAY saw the biggest increase in total viewership (+76,000, up +3%), reduced its gap with GMA by 46% (-99,000 vs. -183,000 prior week), and improved its lead over CBS by 7% (+737,000 vs. +689,000 prior week)
- Compared to prior year, TODAY improved its total viewer advantage over CBS by 36% (+737,000 vs. +542,000 prior year)
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2024-25 SEASON-TO-DATE (9/23/2024-8/31/2025)
A25-54:
- TODAY leads GMA by +158,000 A25-54 viewers:
- TODAY has widened its demo lead by 19% (+158,000 vs. +133,000 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 (43.4%) in 13 seasons (since 2011-12)
- TODAY’s A25-54 advantage vs. CBS (+278,000) is at a three-year high, up 22% from the same point last season (+227,000)
A18-49:
- TODAY leads GMA by +102,000 A18-49 viewers:
- TODAY is drawing its biggest share of A18-49 viewers of network morning shows (43.4%) in 13 seasons (since 2011-12)
- Versus CBS, TODAY leads by +177,000 A18-49 viewers, a 7% improvement vs. prior year (+166,000)
Total Viewers:
- Versus CBS, TODAY’s +657,000 total viewer advantage is 13% higher than it was at the same point last season (+579,000) and sits at a 5-year high
