TODAY Tops GMA in A25-54 Key Demo
TODAY Is Only Morning Show to Grow in Key Demo Versus Prior Week
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – August 12, 2025 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54, marking 103 out of 104 weekly demo wins. Additionally, TODAY was the only morning show to grow in the key demo versus the prior week.
Season to date, TODAY has closed the total viewer gap with GMA by 37% and is the top-rated morning show in the key demo. This is TODAY’s best key demo start to a season versus GMA in 8 seasons.
TODAY HIGHLIGHTS:
Source: Nielsen Panel, L+SD, 8/4/2025-8/10/2025. Average audience based on regularly-titled telecasts only.
KEY WEEKLY POINTS:
- TODAY ranks #1 in A25-54 for the 103rd time in the last 104 weeks
- Highest A25-54 delivery and demo advantage over GMA in five weeks
- Only program to increase in A25-54 viewership vs. prior week
- #1 in A18-49 in 103 of the last 105 weeks
- Highest A18-49 viewership and advantages vs. both GMA and CBS in 11 weeks
- Only program up in A18-49 viewership vs. prior week
- Season-to-date, TODAY is the #1 morning show among A25-54 and A18-49 viewers
- TODAY trails GMA by -62,000 total viewers this season, 37% closer than last season and its closet gap in 13 years
- Vs. GMA, TODAY is posting its biggest A25-54 lead in 8 seasons and best A18-49 advantage in 5 seasons
- Vs. CBS, TODAY holds its biggest total viewer lead in 5 years and largest A25-54/A18-49 advantages in 3 years
TODAY averaged 553,000 A25-54 viewers, beating GMA by +119,000 (+27%) and leading CBS by +226,000 (+69%)
- TODAY has been the #1 morning show among A25-54 viewers for 103 of the last 104 weeks
- TODAY’s A25-54 viewership and advantage over GMA both reached 5-week highs (best since 6/30/25)
- Week over week, TODAY was the only program up in A25-54 viewership (+16,000, or +3%) while improving its demo advantage vs. GMA by 78% (+119,000 vs. +67,000 prior week) and CBS by 9% (+226,000 vs. +207,000 prior week)
TODAY averaged 347,000 A18-49 viewers, beating GMA by +55,000 (+19%) and leading CBS by +170,000 (+96%)
- A18-49 viewership for TODAY reached a 11-week high (best since 5/19/25)
- TODAY’s advantages over GMA and CBS are the largest seen in 11 weeks (since 5/19/25)
- TODAY was the only program to grow in A18-49 audience week over week (+32,000, up +10%) and improved its advantage over GMA by 817% (+55,000 vs. +6,000 prior week) and over CBS by 87% (+170,000 vs. +91,000 prior week)
TODAY averaged 2.379 million total viewers, leading CBS by +595,000 (+33%)
- TODAY has beaten CBS in total viewers for 1,966 consecutive weeks, every week since the start of Nielsen People Meters in September 1987)
- TODAY posted its best total viewer gap with GMA and best advantage over CBS in five weeks (since 6/20/2025)
- Week over week, TODAY reduced its total viewership gap vs. GMA by 36% (-168,000 vs. -262,000 prior week) and improved its lead over CBS by 4% (+595,000 vs. +573,000 prior week)
2024-25 SEASON-TO-DATE (9/23/2024-8/10/2025)
TODAY is the #1 morning show across the board this season
A25-54:
- TODAY leads GMA by +163,000 A25-54 viewers:
- TODAY has widened its demo lead by 26% (+163,000 vs. +129,000 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 (43.5%) in 13 seasons (since 2011-12)
- TODAY’s A25-54 advantage vs. CBS (+280,000) is at a three-year high, 26% better than the same point last season (+223,000)
A18-49:
- TODAY leads GMA by +106,000 A18-49 viewers:
- A18-49 advantage is up 1% (+106,000 vs. +105,000 prior year) and is TODAY’s largest advantage over GMA in 5 seasons (2019-20)
- TODAY is drawing its biggest share of A18-49 viewers of network morning shows (43.6%) in 13 seasons (since 2011-12)
- Note: GMA (-15%) and CBS (-22%) are seeing weaker YoY trending in A18-49 than TODAY (-11%)
- Versus CBS, TODAY leads by +179,000 A18-49 viewers, an 8% improvement vs. prior year (+165,000)
Total Viewers:
· Versus CBS, TODAY’s +649,000 total viewer advantage is 13% higher than it was at the same point last season (+575,000) and sits at a 5-year high
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