Delivers Most-Watched September in Five Years, Posts Biggest September Win Over GMA in 15 Years
NEW YORK – September 30, 2026 — NBC News’ TODAY finishes September as the #1 morning news program in total viewers and the key demo.
TODAY averaged 2.822 million total viewers for the month, beating GMA by +165,000 (+6%) and leading CBS by +1.160 million (+70%). The show delivered its most-watched September in 5 years and posted its largest September advantage over GMA in 15 years and over CBS in 12 years.
TODAY has posted 8 consecutive months of year-over-year total viewer growth, adding +146,000 viewers (+5%) versus September 2025, the largest gain among the morning shows. TODAY more than tripled its advantage over GMA compared to last September (+165,000 vs. +47,000) and expanded its lead over CBS by 36% (+1.160 million vs. +852,000).
In the key demo, TODAY averaged 596,000 viewers, leading GMA by +150,000 (+34%) and CBS by +323,000 (+118%). It captured its largest September share of morning news A25-54 viewers in 15 years (45.3%). Versus last September, TODAY grew its A25-54 audience by +27,000 viewers (+5%), making it the only morning program to grow in the demo year over year.
TODAY Monthly Highlights:
- #1 in total viewers and the key demo for September.
- Most-watched September in 5 years.
- Largest September advantage over GMA in 15 years and over CBS in 12 years.
- 8 consecutive months of year-over-year total viewer growth, adding +146,000 viewers, the largest gain among morning shows.
- Largest September share of morning news A25-54 viewers in 15 years (45.3%).
