Posts 32 Consecutive Weeks of Year-Over-Year Total Viewer Growth, Best Streak Since August 1998
NEW YORK – September 10, 2026 – NBC News’ TODAY won in total viewers and the key demo A25-54 for the week of August 31-September 6 while remaining the #1 morning news program across the board season-to-date.
TODAY averaged 2.868 million total viewers, leading GMA by +151,000 viewers (+6%) and CBS by +1.267 million viewers (+79%). TODAY also posted its 32nd consecutive week of year-over-year total viewer growth, its longest streak since August 1998.
TODAY delivered 628,000 A25-54 viewers, leading GMA by +171,000 (+37%) and CBS by +358,000 (+132%).
TODAY Highlights
- #1 morning show in total viewers and A25-54 for the week and across the board season-to-date.
- Delivered its highest total viewership and largest advantages over GMA and CBS in 10 weeks.
- Posted 32 consecutive weeks of year-over-year total viewer growth, the program’s longest streak since August 1998.
- Recorded the largest year-over-year total viewer increase among the broadcast morning shows (+130,000 / +5%).
- Beat CBS by more than one million viewers for the 38th consecutive week, the longest such streak since May 2015.
Season-to-Date
TODAY REMAINS THE #1 MORNING SHOW ACROSS THE BOARD
TODAY ranks as the #1 morning show across the board season-to-date, leading in total viewers and the key demo A25-54, and is posting the biggest total viewer growth versus last season, up +185,000 (+7%).
In total viewers, TODAY leads GMA by +114,000, its widest season-to-date advantage in 14 years.
- Leads CBS by +1.174 million viewers, its largest season-to-date advantage in 11 years and 61% larger than at the same point last season.
In the key demo A25-54, TODAY leads GMA by +134,000, its largest season-to-date advantage in 8 years.
- Leads CBS by +333,000, its largest season-to-date demo advantage in 5 years.
Source: Nielsen Big Data + Panel, L+SD, 9/22/2025-9/6/2026. Based on regularly titled telecasts only.
