TODAY Tops GMA Across the Board For the Week
TODAY Grows in Key Demo and Total Viewers Versus Prior Week
TODAY Remains #1 in the Key Demo for Past 10 Years
NEW YORK – September 9, 2025 – NBC News’ TODAY was the number-one morning show outright last week, topping ABC’s “Good Morning America” in total viewers and the key demo. This marks a 22-week high in total viewership and the key demo, its best advantage over GMA in 27 weeks for total viewers and 15 weeks for the key demo. Additionally, TODAY saw the biggest growth across the board among the morning shows, more than GMA and CBS combined versus the prior week.
Season to date, TODAY is the top-rated morning show in the key demo. This is TODAY’s best key demo start to a season over GMA in 8 seasons.
TODAY HIGHLIGHTS:
TODAY averaged 2.607 million total viewers, beating GMA by +18,000 (+1%) and leading CBS by +814,000 (+45%)
- Total viewership for TODAY reached a 22-week high (best since 3/31/25)
- TODAY’s advantage over GMA is the largest seen in 27 weeks (since 2/24/25)
- TODAY’s advantage over CBS is the largest seen in 34 weeks (since 1/6/25)
- Week over week, TODAY added the most total viewers (+150,000, up +6%), reversed a gap to a win vs. GMA 118% (+18,000 vs. -99,000 prior week), and increased its lead over CBS by 10% (+814,000 vs. +737,000 prior week)
- Compared to prior year, TODAY improved its total viewership advantage vs. CBS by 32% (+814,000 vs. +617,000 prior year)
TODAY averaged 620,000 A25-54 viewers, beating GMA by +140,000 (+29%) and leading CBS by +309,000 (+99%)
- TODAY has been the #1 morning show among A25-54 viewers 6 consecutive weeks (since 7/28/2025) and for 107 of the last 108 weeks
- A25-54 viewership for TODAY reached a 22-week high (best since 3/31/25)
- TODAY’s advantage over GMA is the largest seen in 15 weeks (since 5/19/25)
- TODAY’s advantage over CBS is the largest seen in 27 weeks (since 2/24/25)
- TODAY has won the key A25-54 demo for 24 consecutive broadcasts
- Week over week, TODAY posted the biggest increase in A25-54 viewers (+54,000, up +9%) and improved its demo advantage over GMA by 37% (+140,000 vs. +102,000 prior week) and CBS by 19% (+309,000 vs. +259,000 prior week)
- Compared to prior year, TODAY improved its A25-54 viewership advantage vs. CBS by 9% (+309,000 vs. +283,000 prior year)
TODAY averaged 397,000 A18-49 viewers, beating GMA by +66,000 (+20%) and leading CBS by +184,000 (+87%)
- A18-49 viewership for TODAY reached a 17-week high (best since 5/5/25)
- TODAY’s advantage over GMA is the largest seen in 16 weeks (since 5/12/25)
- TODAY’s advantage over CBS is the largest seen in 17 weeks (since 5/5/25)
- Versus prior week, TODAY saw the best growth in A18-49 viewers (+38,000, up +11%) while improving its lead over GMA by 47% (+66,000 vs. +45,000 prior week) and CBS by 16% (+184,000 vs. +159,000 prior week)
- Year over year, TODAY improved its A18-49 viewership advantage vs. CBS by 2% (+184,000 vs. +180,000 prior year)
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2024-25 SEASON-TO-DATE (9/23/2024-9/7/2025)
A25-54:
- TODAY leads GMA by +158,000 A25-54 viewers:
- TODAY has widened its demo lead by 18% (+158,000 vs. +134,000 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 (43.4%) in 13 seasons (since 2011-12)
- TODAY’s A25-54 advantage vs. CBS (+279,000) is at a three-year high, up 22% from the same point last season (+228,000)
A18-49:
- TODAY leads GMA by +102,000 A18-49 viewers:
- TODAY is drawing its biggest share of A18-49 viewers of network morning shows (43.4%) in 13 seasons (since 2011-12)
- Note: GMA (-13%) and CBS (-22%) are seeing weaker YoY trending in A18-49 than TODAY (-11%)
- Versus CBS, TODAY leads by +177,000 A18-49 viewers, a 7% improvement vs. prior year (+166,000)
Total Viewers:
- Versus CBS, TODAY’s +659,000 total viewer advantage is 14% higher than it was at the same point last season (+580,000) and sits at a 5-year high
