TODAY Delivers Its Biggest October Total Viewer Advantage Over GMA in 15 Years
TODAY Is the Only Morning Show to Grow Total Viewership Year Over Year, Marking 9 Consecutive Months of Growth
NEW YORK – October 29, 2026 – NBC News’ TODAY won in total viewers and the key demo A25-54 for the month, marking its first and largest October total viewer win over GMA in 15 years. TODAY is the only morning show to grow in total viewers year over year, marking 9 months of consecutive growth.
For the month of October, TODAY averaged 2.832 million total viewers, beating GMA by +136,000 (+5%) and CBS by +1.064 million (+60%).
In A25-54, TODAY averaged 602,000 viewers, leading GMA by +149,000 (+33%) and CBS by +303,000 (+101%). TODAY has won the key demo for 38 consecutive months, capturing the largest October share of morning news A25-54 viewers (44.5%) in 15 years.
October Highlights:
- TODAY ranked #1 in total viewers and the key demo for October.
- TODAY delivered its first October total viewer win over GMA in 15 years.
- TODAY was the only morning show to grow total viewership year over year, adding 184,000 viewers (+7%).
- TODAY won the key demo A25-54 for the 38th consecutive month, capturing its largest October share in 15 years.
- TODAY averaged 2.832 million total viewers, beating GMA by 136,000 (+5%) and CBS by 1.064 million (+60%).
- TODAY averaged 602,000 A25-54 viewers, leading GMA by 149,000 (+33%) and CBS by 303,000 (+101%).
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 +6%, or +170,000).
In total viewers, TODAY leads GMA by +155,000, its largest advantage in 15 years.
- Leads CBS by +1.067 million, its largest advantage in 12 years and 33% higher than the same point last season.
In the key demo, TODAY holds the largest share of morning show A25-54 viewers (44.6%) in 15 years.
- Leads GMA by +151,000, more than double the same point last year (+65,000).
- Leads CBS by +300,000, 11% higher than the same point last season (+270,000).
Source: Nielsen Updated Big Data + Panel, Live + Same Day. October 2026 and season-to-date ratings data.
