TODAY Tops GMA in Key A25-54 Demo for Month and Week
TODAY Tops GMA for 89 Consecutive Weeks in A25-54, Its Best Streak in More Than 5 Years
TODAY Grows Demo Lead Over GMA and Closes Total Viewer Gap Versus Prior Week and Season
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – April 29, 2025 – NBC News’ TODAY was the number-one morning show in the key demo for the month of April, topping ABC’s “Good Morning America” for 20 consecutive months. Last week, TODAY was the number-one morning show last week, marking its 89th consecutive weekly demo win. Additionally, TODAY grew its demo lead versus prior week and narrowed its total viewer gap with GMA versus the prior week and season.
Season to date, TODAY has closed the total viewer gap with GMA by 94% and is the top-rated morning show in the key demo with a 56% higher advantage over GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.
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APRIL 2025
Source: Nielsen Panel, L+SD, 3/31/2025-4/27/2025. Average audience based on regularly-titled telecasts only.
- #1 in A25-54 for the 20th consecutive month
- Best March demo lead vs. CBS in three years; advantage up 28% vs. prior year
- 42.6% share of morning news A25-54 viewership, TODAY’s highest during April in 13 years (2012)
- Note: CBS lost one-quarter of its demo audience compared to April 2024 (-25%)
- #1 in A18-49 for the 32nd consecutive month (119 of the last 121 months since April 2015)
WEEK of APRIL 21-27, 2025
Source: Nielsen Panel, L+SD, 4/21/2025-4/27/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- #1 in A25-54 for 89 consecutive weeks – longest demo win streak in over 5 years (since August 2019)
- TODAY has ranked #1 in A25-54 for 210 consecutive mornings (since 6/12/2024)
- TODAY has beaten GMA by at least 100,000 demo viewers for 39 straight weeks, its longest streak since June 2012
- #1 in A18-49 for the 90th consecutive week – longest win streak in over 6 years (since June 2018)
- TODAY ranked #1 in total viewers on Monday morning, leading GMA by +203,000 total viewers
- Season-to-date, TODAY is the #1 morning show among A25-54 and A18-49 viewers
- Vs. GMA, TODAY is posting its biggest A25-54 lead in 8 seasons, and A18-49 advantage in 7 seasons
- TODAY trails GMA by just -8,000 total viewers this season, 94% closer than the -143,000 gap this time last year, and has increased its A25-54 lead by 56%
- Vs. CBS, TODAY holds its biggest total viewer lead in 5 years and largest A25-54/A18-49 advantages in three years
TODAY averaged 610,000 A25-54 viewers, beating Good Morning America by +143,000 (+31%) and leading CBS Mornings by +296,000 (+94%)
- TODAY has been the #1 morning show for 89 consecutive weeks (since 8/14/2023) – its longest streak in over five years – and outperformed CBS for 1,706 consecutive weeks (every week since 8/10/1992)
- TODAY has won 210 consecutive mornings among A25-54 viewers
- TODAY beat GMA by at least 100,000 demo viewers for the 39th consecutive week
- Week over week, TODAY posted the biggest increase in A25-54 viewers (+28,000, up +5%) and improved its demo lead over GMA by 5% (+143,000 vs. +136,000 prior week) and vs. CBS by 65% (+296,000 vs. +179,000 prior week)
- Compared to prior year, TODAY widened its A25-54 advantage vs. CBS by 40% (+296,000 vs. +211,000 prior year)
TODAY averaged 414,000 A18-49 viewers, leading CBS by +233,000 (+129%)
TODAY averaged 2.561 million total viewers, leading CBS by +664,000 (+35%)
- TODAY has beaten CBS for 1,706 consecutive weeks (every week since 8/10/1992)
- TODAY ranked #1 on Monday morning, leading GMA by +203,000
- Week over week, TODAY was the only morning show to increase its total audience (+69,000, up +3%), reduced its total viewer gap vs. GMA by 43% (-98,000 vs. -171,000 prior week) and improved its lead vs. CBS by 1,975% (+664,000 vs. +32,000 prior week)
- Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 3% (-98,000 vs. -101,000 prior year) and improved its lead over CBS by 26% (+664,000 vs. +529,000 prior year)
TODAY Digital had 7.2M unique visitors
- The brand drove 21.0M video views across on and off net platforms
2024-25 SEASON-TO-DATE (9/23/2024-4/27/2025)
TODAY is the #1 morning show across the board this season
A25-54:
- TODAY leads GMA by +198,000 A25-54 viewers:
- TODAY has widened its demo lead by 56% (+198,000 vs. +127,000 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 (44.1%) in 13 seasons (since 2011-12)
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