TODAY Marks 100 Consecutive Weeks at #1 in Key Demo
NEW YORK – November 5, 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 demos. TODAY’s victory marks its first total viewer win in four weeks and its fourth in the last seven weeks. The show also celebrated a milestone 100th consecutive week as the #1 morning show among A25-54 viewers.
Friday’s Halloween broadcast delivered TODAY’s biggest single-day audience (3.035 million) since Craig Melvin’s first day as co-anchor on January 13, 2025 (3.227 million). TODAY ranked #1 across the board on Halloween, posting its largest total viewer advantage over CBS in four years and biggest demo win in three years.
TODAY reached a 34-week high in total viewership (best since March 3, 2025), recorded the biggest week-over-week growth among morning shows, and extended its leads over both GMA and CBS across all key measures.
Season to date, TODAY remains the top-rated morning show among A25-54 and A18-49 viewers.
TODAY HIGHLIGHTS:
TODAY averaged 2.820 million total viewers, beating GMA by +49,000 (+2%) and leading CBS by +925,000 (+49%)
- This marks TODAY’s fourth total viewer victory in the last seven weeks and fifth in the last nine weeks.
- Total viewership reached a 34-week high (best since 3/3/25).
- TODAY’s advantage over GMA was the largest in 5 weeks (since 9/22/25) and over CBS the widest in 42 weeks (since 1/6/25).
- TODAY ranked #1 outright on both Monday (+245,000 vs. GMA) and Friday (Halloween).
- Week over week, TODAY added +132,000 total viewers (+5%), flipped a deficit to a win vs. GMA (+49,000 vs. -21,000 prior week), and widened its lead over CBS by 5%.
- Year over year, TODAY increased its total audience by +0.1% (+4,000) and improved its lead over CBS by 33% (+925,000 vs. +695,000 prior year).
TODAY averaged 612,000 A25-54 viewers, beating GMA by +137,000 (+29%) and leading CBS by +321,000 (+110%)
- TODAY has been the #1 morning show among A25-54 viewers for 100 consecutive weeks.
- A25-54 viewership reached a 30-week high (best since 3/31/25).
- The advantage over GMA was the largest in 26 weeks (since 4/28/25) and over CBS in 40 weeks (since 1/20/25).
- Week over week, TODAY saw the biggest growth in A25-54 viewers (+42,000, up +7%), expanding its lead over GMA by 80% (+137,000 vs. +76,000 prior week) and CBS by 10% (+321,000 vs. +293,000 prior week).
- Compared to prior year, TODAY improved its A25-54 advantage vs. CBS by 13% (+321,000 vs. +285,000 prior year).
TODAY averaged 391,000 A18-49 viewers, beating GMA by +76,000 (+24%) and leading CBS by +217,000 (+125%)
- A18-49 viewership reached a 36-week high (best since 2/17/25).
- TODAY’s advantage over GMA was the largest in 17 weeks (since 6/30/25) and over CBS in 42 weeks (since 1/6/25).
- Week over week, TODAY added the most A18-49 viewers (+48,000, up +14%), quadrupling its lead over GMA (+76,000 vs. +18,000 prior week) and expanding its lead over CBS by 28% (+217,000 vs. +170,000 prior week).
- Compared to prior year, TODAY improved its A18-49 viewership advantage vs. CBS by 53% (+217,000 vs. +142,000 prior year).
TODAY ranked #1 across the board on Halloween, drawing 3.035 million total viewers
- TODAY delivered its biggest Halloween total viewer advantage over CBS in four years (+971,000) and its largest demo win in three years (+349,000).
- Versus prior Halloween (10/31/2024), TODAY grew total viewership by +3% (+96,000) and A18-49 delivery by +3% (+13,000).
2025–26 SEASON-TO-DATE (9/22/25–11/2/25)
TODAY IS THE #1 MORNING SHOW AMONG A25-54 & A18-49 VIEWERS
A25-54:
- TODAY leads GMA by +77,000 A25-54 viewers.
- TODAY’s A25-54 advantage over CBS (+279,000) is 2% higher than the same point last season.
A18-49:
- TODAY leads GMA by +18,000 A18-49 viewers.
- Versus CBS, TODAY leads by +165,000 A18-49 viewers, 11% higher than last season (+148,000).
Total Viewers:
- TODAY has its closest gap with GMA in 14 years, narrowing the distance by 60% vs. prior year.
- Versus CBS, TODAY’s +823,000 total viewer advantage is 32% higher YoY, its largest in six years.
