TODAY Is the #1 Morning Show For 10 Straight Seasons In Key Demo, A Feat No Other Morning Show Has Achieved
TODAY Tops GMA in A25-54 Key Demo for Season, Quarter and Week
TODAY Posts Biggest Season Demo Win Over GMA in 8 Years
NEW YORK – NEW YORK – September 23, 2022 – NBC News’ TODAY was the number-one morning show in the key demo for the 2024-25 season, topping ABC’s “Good Morning America” for 10 straight seasons. No other network morning show has won the key demo for as many consecutive seasons as TODAY. TODAY posted its largest season demo win over GMA in 8 years and its closet total viewer margin in 13 years.
TODAY also won the key demo for the quarter and week, marking 109 out of 110 weekly demo wins. TODAY was the only morning program to grow in the key demo week over week.
TODAY HIGHLIGHTS:
Source: Nielsen Panel, L+SD, 9/23/2024-9/21/2025. Average audience based on regularly-titled telecasts only.
Key Season Points:
- #1 morning show in A25-54 for the 10th consecutive season
- TODAY posts biggest season demo win over GMA in 8 years (2016-17) and best advantage over CBS in 4 years (2020-21)
- Vs. prior season, TODAY improved its A25-54 leads over GMA by 12% and CBS by 21%
- TODAY drew its highest share of network AM News demo viewers (43.4%) in 13 seasons
- #1 in A18-49 for the 32nd consecutive season
- TODAY holds best season A18-49 win over CBS in 3 years, 6% improvement vs. prior season
- TODAY has its biggest share of network morning show A18-49 viewers (43.3%) in 13 seasons
- TODAY posts its narrowest total viewer gap with GMA in 13 seasons; gap improved by 27% vs. prior season
- Versus CBS, TODAY delivers its biggest total viewer win in 5 seasons; improved lead by 15% vs. prior season
- TODAY saw its biggest share of network AM news total viewers (36.1%) in 11 seasons
TODAY averaged 624,000 A25-54 viewers, leading Good Morning America by +155,000 (+33%) and CBS Mornings by +278,000 (+80%)
TODAY averaged 398,000 A18-49 viewers, leading GMA by +99,000 (+33%) and CBS by +175,000 (+79%)
TODAY averaged 2.597 million total viewers, leading CBS by +662,000 (+34%)
3RD QUARTER 2025
Source: Nielsen Panel, L+SD, 6/30/2025-9/21/2025. Average audience based on regularly-titled telecasts only.
Key Quarterly Points:
- #1 morning show in A25-54 for the 12th consecutive quarter and 38 of the last 40 quarters
- Best non-Olympics 3Q demo win over GMA since 2018
- #1 in A18-49 for 12 consecutive quarters and 122 of the last 124 quarters dating back to 4Q 1994
- Vs. prior quarter, TODAY improved its total viewer lead over CBS by 8%
TODAY averaged 543,000 A25-54 viewers, leading Good Morning America by +83,000 (+18%) and CBS Mornings by +243,000 (+81%)
TODAY averaged 331,000 A18-49 viewers, leading GMA by +29,000 (+10%) and CBS by +136,000 (+70%)
TODAY averaged 2.438 million total viewers, leading CBS by +652,000 (+37%)
WEEK OF 9/15/2025
Source: Nielsen Panel, L+SD, 9/15/2025-9/21/2025. Average audience based on regularly-titled telecasts only.
Key Weekly Points:
- #1 in A25-54 for the eighth consecutive week and 109th time in the last 110 weeks
- TODAY is only morning show up in A25-54 viewership vs. prior week; also improved demo leads over GMA by 16% and CBS by 5%
- #1 in A18-49 for the eighth consecutive week and in 109 of the last 111 weeks
- TODAY improves its lead over CBS by 10% vs. prior week and 8% vs. prior year
- TODAY cuts total viewer gap with GMA by 44% vs. prior week
- Vs. prior year, TODAY widened its lead over CBS by 38%
TODAY averaged 584,000 A25-54 viewers, beating Good Morning America by +101,000 (+21%) and CBS Mornings by +276,000 (+90%)
- TODAY has been the #1 morning show among A25-54 viewers 8 consecutive weeks (since 7/28/2025) and for 109 of the last 110 weeks
- Vs. prior week, TODAY was the only program to grow in A25-54 viewership (+8,000, up +1%) and improved its demo advantages over GMA by 16% (+101,000 vs. +87,000 prior week) and CBS by 5% (+276,000 vs. +263,000 prior week)
TODAY averaged 360,000 A18-49 viewers, beating GMA by +31,000 (+9%) and leading CBS by +154,000 (+74%)
- Week-over-week, TODAY improved its A18-49 lead vs. CBS by 10% (+154,000 vs. +140,000 prior week)
- Compared to prior year, TODAY improved its A18-49 advantage vs. CBS by 8% (+154,000 vs. +143,000 prior year)
TODAY averaged 2.516 million total viewers, leading CBS by +704,000 (+39%)
- TODAY has beaten CBS across-the-board for 1,727 consecutive weeks (every week since 8/10/1992)
- Week-over-week, TODAY reduced its total viewership gap vs. GMA by 44% (-74,000 vs. -133,000 prior week).
- Year-over-year, TODAY improved its total viewer advantage over CBS by 38% (+704,000 vs. +509,000 prior year)
