TODAY Tops GMA Across the Board Season-to-Date for First Time in 7 Years
TODAY Tops GMA for 83 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Advantages in Key Demo Year Over Year
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – March 18, 2025 – For the first time in seven years, TODAY is the top-rated morning show across the board in total viewers, A25-54 and A18-49 season-to-date. For 83 weeks straight, NBC News’ TODAY was the number-one morning show in the key demo A25-54. Additionally, TODAY also grew its demo lead over GMA versus the prior year.
TODAY is now leading in total viewers by its widest margin in 7 seasons and is posting its biggest key demo lead in eight seasons versus GMA.
Read more here.
Source: Nielsen Panel, L+SD, 3/10/2025-3/16/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 83 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- #1 in A18-49 for the 84th consecutive week – longest win streak in over 3 years (since May 2021)
- Versus prior year, TODAY improved its total viewer margin vs. GMA for the 15th consecutive week
- Season-to-date, TODAY is the #1 morning show across-the-board for first time in 7 years
TODAY averaged 635,000 A25-54 viewers, beating Good Morning America by +202,000 (+47%) and leading CBS Mornings by +303,000 (+91%)
- TODAY has been the #1 morning show for 83 consecutive weeks (since 8/14/2023), its longest streak in over five years (since August 2019), and outperformed CBS for 1,700 consecutive weeks (since 8/10/1992)
- TODAY beat GMA by at least 100,000 demo viewers for the 34th consecutive week
- Week over week, TODAY improved its A25-54 advantage vs. GMA by 5% (+202,000 vs. +192,000 prior week) and vs. CBS by 3% (+303,000 vs. +295,000 prior week)
- Compared to prior year, TODAY was the only program up among A25-54 viewers (+22,000, or +4%) while more than doubling its demo advantage vs. GMA (+202,000 vs. +92,000 prior year) and increasing its lead vs. CBS by 46% (+303,000 vs. +208,000 prior year)
TODAY averaged 404,000 A18-49 viewers, beating GMA by +142,000 (+54%) and leading CBS by +193,000 (+92%)
- TODAY has ranked #1 in A18-49 for 84 consecutive weeks (since 8/7/2023), its longest winning streak since May 2021
- TODAY posted its best A18-49 advantage over GMA in 5 weeks (since week of 2/3/2025)
- Week over week, TODAY improved its A18-49 viewership lead vs. GMA by 9% (+142,000 vs. +130,000 prior week) and vs. CBS by 1% (+193,000 vs. +191,000 prior week)
- Compared to prior year, TODAY added +1,000 A18-49 viewers (the only morning show to see a gain), nearly doubled its lead over GMA (+142,000 vs. +73,000 prior year), and widened its lead vs. CBS by 35% (+193,000 vs. +143,000 prior year)
TODAY averaged 2.467 million total viewers, leading CBS by +598,000 (+32%)
- TODAY won Monday by +15,000 total viewers over GMA
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 46% (-77,000 vs. -143,000 prior year) and improved its lead vs. CBS by 9% (+598,000 vs. +548,000 prior year)
TODAY Digital had 6.6M unique visitors
- The brand drove 24.8M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-3/16/2025)
TODAY is the #1 morning show across the board this season
Total Viewers:
- TODAY leads GMA by +20,000 total viewers, a reversal from the -159,000 gap seen at this point last year and its first season-to-date lead in 7 seasons (since 2017-18)
A25-54:
- TODAY leads GMA by +213,000 A25-54 viewers:
- TODAY has widened its demo lead by 81% (+213,000 vs. +118,000 prior year) and is TODAY’s biggest advantage over GMA in 8 seasons (since 2016-17)
- TODAY is drawing its biggest share of A25-54 viewers of network morning shows (44.5%) in 13 seasons (since 2011-12)
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