TODAY Achieves Biggest Non-Olympics Win Over GMA in 13 Years

TODAY Outperforms CBS by More Than One Million Viewers for Fourth Straight Week

NEW YORK – December 3, 2025 – NBC News’ TODAY was the #1 morning show in total viewers for the fifth consecutive week, delivering its best weekly audience in two years (since November 20, 2023) and its strongest five-week streak since January 2025.

TODAY delivered its largest non-Olympics advantage over ABC’s “Good Morning America” in 13 years (since February 13, 2012) and posted its biggest win over CBS Mornings in 47 weeks (since December 30, 2024). For the fourth consecutive week, TODAY beat CBS by more than one million viewers, the program’s longest such streak in over nine years (since March 2016).

Week over week, TODAY added more total viewers than GMA and CBS combined, growing its lead seven-fold vs. GMA and boosting its advantage over CBS by 36%. Year over year, TODAY was the only morning show to grow, widening its lead over GMA by 73% and over CBS by 18%.

THANKSGIVING DAY HIGHLIGHTS

TODAY drew 4.422 million total viewers, its best Thanksgiving performance on record and +8% higher than Thanksgiving 2024.

Largest single-day audience since April 6, 2020.

TODAY averaged 1.197 million A25-54 viewers, its best in three years and up +2% YoY.
TODAY averaged 915,000 A18-49 viewers, also its best holiday delivery in three years, up +15% YoY.

TODAY HIGHLIGHTS – WEEK OF 11/24/25

TODAY averaged 3.452 million total viewers, beating GMA by +544,000 (+19%) and CBS by +1.499 million (+77%)

Fifth consecutive weekly win and 9th in the last 13 weeks.
Biggest audience in two years (since 11/20/2023).
Largest non-Olympics win over GMA in 13 years.
Versus CBS, biggest lead in 47 weeks and fourth straight week topping 1 million viewers.
Week over week, TODAY gained +536,000 viewers (+18%), more than GMA and CBS combined.
Year over year, TODAY grew +4%, while GMA and CBS declined.

TODAY averaged 803,000 A25-54 viewers, beating GMA by +334,000 (+71%) and CBS by +482,000 (+151%)

TODAY has now ranked #1 for 104 consecutive weeks.
Largest A25-54 audience and lead over GMA in one year (since 11/25/24).
Largest demo win over CBS in 47 weeks.
Week over week, TODAY grew +30% (+187,000) and doubled its lead over GMA.

TODAY averaged 568,000 A18-49 viewers, beating GMA by +268,000 (+89%) and CBS by +370,000 (+187%)

Sixth consecutive A18-49 win; 83rd in the last 85 weeks.
Largest A18-49 audience in nearly two years (since 1/8/2024).
Week over week, TODAY grew +42%, more than tripling its lead over GMA.
Year over year, TODAY was the only show to grow (+3%).

2025–26 SEASON-TO-DATE (9/22/25–11/30/25)

TODAY IS THE #1 MORNING SHOW ACROSS THE BOARD

Total Viewers:

TODAY leads GMA by +106,000, its largest advantage in 14 years.
Versus CBS, TODAY’s +957,000 lead is up 41% YoY — a seven-year high.

A25-54:

TODAY leads GMA by +116,000; biggest A25-54 advantage over CBS in four years.

A18-49:

TODAY leads GMA by +56,000; biggest A18-49 advantage over CBS in four years.

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TODAY WINS NOVEMBER, EXTENDS RATINGS MOMENTUM WITH BIGGEST AUDIENCE IN NEARLY TWO YEARS

TODAY Ranks #1 in Total Viewers for Second Time in Three Months

TODAY Posts Best Monthly Lead Over GMA in Nearly Eight Years and Largest Win Over CBS in Nine Years

NEW YORK – December 3, 2025 – NBC News’ TODAY won November, ranking as the #1 morning show in total viewers for the second time in the last three months and delivering its biggest monthly audience in 22 months (since January 2024). November marked TODAY’s fourth monthly win of 2025 and its eighth monthly victory in the last 16 months.

TODAY posted its strongest monthly advantage over ABC’s “Good Morning America” in nearly eight years (since December 2017) and its largest win over CBS Mornings in more than nine years (since August 2016). TODAY also beat CBS by more than one million viewers for the month — its first such advantage in seven years (since November 2018).

Versus the prior month, TODAY widened its lead over CBS by 40%, while growing more in total viewers than GMA and CBS combined. Year over year, TODAY was the only morning show to grow in total viewers; its advantage over GMA was six times higher than last November and its lead over CBS grew by 63%.

TODAY HIGHLIGHTS – NOVEMBER 2025

TODAY averaged 3.045 million total viewers, beating GMA by +211,000 (+7%) and CBS by +1.117 million (+58%)

This was TODAY’s biggest monthly audience in 22 months (since Jan 2024).
Versus prior month, TODAY posted the largest viewer growth (+397,000, +15%) vs. GMA (+5%) and CBS (+4%).
Year over year, TODAY grew +4% (+121,000) while ABC declined -2% and CBS dropped -14%.

TODAY averaged 651,000 A25-54 viewers, topping GMA by +175,000 (+37%) and CBS by +354,000 (+119%)

TODAY has ranked #1 among A25-54 for 27 consecutive months.
Biggest A25-54 audience and lead over GMA in 10 months (since Jan 2025).
Largest demo lead over CBS in four years (since Nov 2021).
Versus prior month, TODAY saw the biggest demo growth (+18%, +102,000).
Year over year, TODAY improved its lead over CBS by 31%.

TODAY averaged 425,000 A18-49 viewers, beating GMA by +115,000 (+37%) and CBS by +239,000 (+128%)

TODAY has now ranked #1 in A18-49 for 39 consecutive months.
Largest A18-49 audience and lead over GMA in 10 months (since Jan 2025).
Biggest advantage over CBS in four years (since Nov 2021).
Versus prior month, TODAY widened its lead over CBS by 56%.
Year over year, TODAY improved its A18-49 lead over CBS by 70%.