TODAY Tops GMA Across the Board for Third Consecutive Week, Its Best Streak Since June 2025
TODAY Tops GMA in A25-54 Key Demo for 96 Straight Weeks, Its Longest Demo Streak in Over Five Years
TODAY Grows in Total Viewers Week Over Week
TODAY is the #1 Morning Show Across the Board Season to Date
NEW YORK – October 8, 2025 – NBC News’ TODAY was the number-one morning show outright last week, topping ABC’s “Good Morning America” in total viewers and the key demo. This marks the show’s best total viewer streak since June 2025 and longest demo streak in over five years. This is also the first time TODAY has won the first two weeks of a broadcast season in 14 years. Additionally, TODAY grew in total viewers versus the prior week.
Season to date, TODAY is the top-rated morning show across the board. TODAY is #1 in total viewers at this point of the season for the first time in 14 years.
TODAY HIGHLIGHTS
Source: Nielsen Big Data, L+SD, 9/29/2025-10/5/2025. Average audience based on regularly-titled telecasts only.
TODAY averaged 2.699 million total viewers, beating Good Morning America by +33,000 (+1%) and leading CBS by +809,000 (+43%)
- TODAY has beaten GMA for 3 consecutive weeks (also 4 of the last 5 weeks) and outperformed CBS for 1,729 straight weeks (since 8/10/1992).
- TODAY’s “three-peat” in total viewers is its best showing since June 2025
- This is also the first time TODAY has won the first two weeks of a broadcast season in 14 years
- TODAY was the top-rated morning show on four mornings last week: Monday, Wednesday, Thursday, and Friday
- Week over week, TODAY increased its total viewership by +34,000 (up +1%)
- Compared to prior year, TODAY reversed a total viewer gap into a win over GMA and improved its lead over CBS by 42%
TODAY averaged 545,000 A25-54 viewers, beating GMA by +76,000 (+16%) and leading CBS by +262,000 (+92%)
- TODAY has been the #1 morning show among A25-54 viewers for 96 consecutive weeks
- Week over week, TODAY improved its A25-54 advantage over GMA by 10% (+76,000 vs. +69,000 prior week).
- Compared to prior year, TODAY improved its A25-54 viewership advantage vs. CBS by 1% (+262,000 vs. +260,000 prior year)
TODAY averaged 325,000 A18-49 viewers, beating GMA by +2,000 (+1%) and leading CBS by +154,000 (+90%)
- Year over year, TODAY improved its A18-49 advantage vs. CBS by 13% (+154,000 vs. +136,000 prior year)
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2025-26 SEASON-TO-DATE (9/22/2025-10/5/2025)
TODAY IS THE #1 MORNING SHOW ACROSS-THE-BOARD
Total Viewers:
- TODAY leads GMA by +53,000 total viewers, its first lead at this point of the season in 14 years
- Versus CBS, TODAY’s +811,000 total viewer advantage is 53% higher than it was at the same point last season (+530,000) and sits at a 7-year high
A25-54:
- TODAY leads GMA by +74,000 A25-54 viewers:
- TODAY’s A25-54 advantage vs. CBS (+269,000) is at a four-year high, up 3% from the same point last season (+262,000)
A18-49:
- TODAY leads GMA by +16,000 A18-49 viewers:
- Versus CBS, TODAY leads by +157,000 A18-49 viewers, a 9% improvement vs. prior year (+144,000)
