TODAY’s Ireland Broadcast Drives Audience Growth Across All Four Hours
TODAY Marks 38 Straight Weeks of Year-Over-Year Total Viewer Growth, Its Longest Streak on Record
NEW YORK – October 21, 2026 – NBC News’ TODAY won in total viewers and the key demo A25-54 for the week, while remaining the #1 morning news program across the board season-to-date.
TODAY averaged 2.823 million total viewers, beating GMA by +136,000 (+5%) and CBS by +1.017 million (+56%). The show has now posted 38 consecutive weeks of total viewer growth compared to prior year, its longest streak on record.
The week included TODAY’s special live broadcast from Ireland on Friday, October 16, which delivered audience growth across all hours. Compared to the previous four Friday broadcasts, total viewership increased 32% for TODAY with Jenna & Sheinelle, 17% for The 3rd Hour of TODAY and 3% for TODAY. Both the third and fourth hours delivered their most-watched non-holiday Friday in 21 months.
In the A25-54 key demo, TODAY averaged 592,000 viewers, leading GMA by +156,000 (+36%) and CBS by +252,000 (+74%). This marked its 150th week being #1 in the key demo.
Week Highlights:
- TODAY ranked #1 in total viewers and the key demo.
- TODAY has delivered 38 consecutive weeks of year-over-year total viewer growth, its longest streak on record.
- TODAY won the key demo A25-54 for the 150th consecutive week.
- TODAY posted the largest year-over-year growth among the morning shows in total viewers (+272,000, +11%) and A25-54 (+82,000, +16%).
- TODAY averaged 2.823 million total viewers, beating GMA by 136,000 (+5%) and CBS by 1.017 million (+56%).
- TODAY averaged 592,000 A25-54 viewers, leading GMA by 156,000 (+36%) and CBS by 252,000 (+74%).
Season-to-Date
TODAY REMAINS THE #1 MORNING SHOW ACROSS THE BOARD
TODAY ranks #1 across the board season-to-date, and is the only morning show to grow its total viewer audience year-over-year (up +7%, or +186,000).
In total viewers, TODAY leads GMA by +166,000, its largest advantage in 15 years.
• Leads CBS by +1.090 million, is its largest in 12 years and 39% higher than the same point last season.
In the key demo, TODAY is commanding its largest share of morning show A25-54 viewers (44.4%) in 15 years.
• Leads GMA by +145,000, more than double the same point last year (+61,000).
• Leads CBS by +301,000, 14% higher than the same point last season (+264,000).
Source: Nielsen, Live + Same Day. Weekly and season-to-date ratings data.
