{"id":8392,"date":"2025-11-05T18:30:53","date_gmt":"2025-11-05T18:30:53","guid":{"rendered":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/?p=8392"},"modified":"2025-11-05T18:31:48","modified_gmt":"2025-11-05T18:31:48","slug":"today-tops-gma-in-total-viewers-delivers-biggest-audience-on-halloween-since-january","status":"publish","type":"post","link":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2025\/11\/05\/today-tops-gma-in-total-viewers-delivers-biggest-audience-on-halloween-since-january\/","title":{"rendered":"TODAY\u00a0TOPS GMA IN TOTAL VIEWERS, DELIVERS BIGGEST AUDIENCE ON HALLOWEEN SINCE JANUARY"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><strong>TODAY Marks 100 Consecutive Weeks at #1 in Key Demo<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">NEW YORK \u2013 November 5, 2025 \u2013&nbsp;NBC News\u2019&nbsp;<em>TODAY<\/em>&nbsp;was the number-one morning show outright last week, topping ABC\u2019s \u201cGood Morning America\u201d in total viewers and the key demos.&nbsp;<em>TODAY<\/em>\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Friday\u2019s Halloween broadcast delivered&nbsp;<em>TODAY<\/em>\u2019s&nbsp;<strong>biggest single-day audience (3.035 million)<\/strong>&nbsp;since Craig Melvin\u2019s first day as co-anchor on&nbsp;<strong>January 13, 2025 (3.227 million)<\/strong>.&nbsp;<em>TODAY<\/em>&nbsp;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>TODAY<\/em>&nbsp;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Season to date,&nbsp;<em>TODAY<\/em>&nbsp;remains the top-rated morning show among A25-54 and A18-49 viewers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">TODAY HIGHLIGHTS:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY averaged 2.820 million total viewers, beating GMA by +49,000 (+2%) and leading CBS by +925,000 (+49%)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This marks&nbsp;<em>TODAY<\/em>\u2019s fourth total viewer victory in the last seven weeks and fifth in the last nine weeks.<\/li>\n\n\n\n<li>Total viewership reached a&nbsp;<strong>34-week high<\/strong>&nbsp;(best since 3\/3\/25).<\/li>\n\n\n\n<li><em>TODAY<\/em>\u2019s advantage over GMA was the largest in&nbsp;<strong>5 weeks (since 9\/22\/25)<\/strong>&nbsp;and over CBS the widest in&nbsp;<strong>42 weeks (since 1\/6\/25)<\/strong>.<\/li>\n\n\n\n<li><em>TODAY<\/em>&nbsp;ranked #1 outright on both&nbsp;<strong>Monday<\/strong>&nbsp;(+245,000 vs. GMA) and&nbsp;<strong>Friday (Halloween)<\/strong>.<\/li>\n\n\n\n<li>Week over week,&nbsp;<em>TODAY<\/em>&nbsp;added&nbsp;<strong>+132,000 total viewers (+5%)<\/strong>, flipped a deficit to a win vs. GMA (<strong>+49,000 vs. -21,000 prior week<\/strong>), and widened its lead over CBS by&nbsp;<strong>5%<\/strong>.<\/li>\n\n\n\n<li>Year over year,&nbsp;<em>TODAY<\/em>&nbsp;increased its total audience by&nbsp;<strong>+0.1% (+4,000)<\/strong>&nbsp;and improved its lead over CBS by&nbsp;<strong>33% (+925,000 vs. +695,000 prior year)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY averaged 612,000 A25-54 viewers, beating GMA by +137,000 (+29%) and leading CBS by +321,000 (+110%)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>TODAY<\/em>&nbsp;has been the&nbsp;<strong>#1 morning show among A25-54 viewers for 100 consecutive weeks.<\/strong><\/li>\n\n\n\n<li>A25-54 viewership reached a&nbsp;<strong>30-week high<\/strong>&nbsp;(best since 3\/31\/25).<\/li>\n\n\n\n<li>The advantage over GMA was the largest in&nbsp;<strong>26 weeks (since 4\/28\/25)<\/strong>&nbsp;and over CBS in&nbsp;<strong>40 weeks (since 1\/20\/25)<\/strong>.<\/li>\n\n\n\n<li>Week over week,&nbsp;<em>TODAY<\/em>&nbsp;saw the biggest growth in A25-54 viewers (<strong>+42,000, up +7%<\/strong>), expanding its lead over GMA by&nbsp;<strong>80% (+137,000 vs. +76,000 prior week)<\/strong>&nbsp;and CBS by&nbsp;<strong>10% (+321,000 vs. +293,000 prior week)<\/strong>.<\/li>\n\n\n\n<li>Compared to prior year,&nbsp;<em>TODAY<\/em>&nbsp;improved its A25-54 advantage vs. CBS by&nbsp;<strong>13% (+321,000 vs. +285,000 prior year)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY averaged 391,000 A18-49 viewers, beating GMA by +76,000 (+24%) and leading CBS by +217,000 (+125%)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A18-49 viewership reached a&nbsp;<strong>36-week high<\/strong>&nbsp;(best since 2\/17\/25).<\/li>\n\n\n\n<li><em>TODAY<\/em>\u2019s advantage over GMA was the largest in&nbsp;<strong>17 weeks (since 6\/30\/25)<\/strong>&nbsp;and over CBS in&nbsp;<strong>42 weeks (since 1\/6\/25)<\/strong>.<\/li>\n\n\n\n<li>Week over week,&nbsp;<em>TODAY<\/em>&nbsp;added the most A18-49 viewers (<strong>+48,000, up +14%<\/strong>), quadrupling its lead over GMA (<strong>+76,000 vs. +18,000 prior week<\/strong>) and expanding its lead over CBS by&nbsp;<strong>28% (+217,000 vs. +170,000 prior week)<\/strong>.<\/li>\n\n\n\n<li>Compared to prior year,&nbsp;<em>TODAY<\/em>&nbsp;improved its A18-49 viewership advantage vs. CBS by&nbsp;<strong>53% (+217,000 vs. +142,000 prior year)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY ranked #1 across the board on Halloween, drawing 3.035 million total viewers<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>TODAY<\/em>&nbsp;delivered its&nbsp;<strong>biggest Halloween total viewer advantage over CBS in four years (+971,000)<\/strong>&nbsp;and its&nbsp;<strong>largest demo win in three years (+349,000)<\/strong>.<\/li>\n\n\n\n<li>Versus prior Halloween (10\/31\/2024),&nbsp;<em>TODAY<\/em>&nbsp;grew total viewership by&nbsp;<strong>+3% (+96,000)<\/strong>&nbsp;and A18-49 delivery by&nbsp;<strong>+3% (+13,000)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">2025\u201326 SEASON-TO-DATE (9\/22\/25\u201311\/2\/25)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY IS THE #1 MORNING SHOW AMONG A25-54 &amp; A18-49 VIEWERS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A25-54:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>TODAY<\/em>&nbsp;leads GMA by&nbsp;<strong>+77,000 A25-54 viewers<\/strong>.<\/li>\n\n\n\n<li><em>TODAY<\/em>\u2019s A25-54 advantage over CBS (<strong>+279,000<\/strong>) is&nbsp;<strong>2% higher<\/strong>&nbsp;than the same point last season.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A18-49:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>TODAY<\/em>&nbsp;leads GMA by&nbsp;<strong>+18,000 A18-49 viewers<\/strong>.<\/li>\n\n\n\n<li>Versus CBS,&nbsp;<em>TODAY<\/em>&nbsp;leads by&nbsp;<strong>+165,000 A18-49 viewers<\/strong>,&nbsp;<strong>11% higher<\/strong>&nbsp;than last season (+148,000).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Total Viewers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>TODAY<\/em>&nbsp;has its&nbsp;<strong>closest gap with GMA in 14 years<\/strong>, narrowing the distance by&nbsp;<strong>60% vs. prior year<\/strong>.<\/li>\n\n\n\n<li>Versus CBS,&nbsp;<em>TODAY<\/em>\u2019s&nbsp;<strong>+823,000 total viewer advantage<\/strong>&nbsp;is&nbsp;<strong>32% higher YoY<\/strong>, its&nbsp;<strong>largest in six years.<\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>TODAY Marks 100 Consecutive Weeks at #1 in Key Demo NEW YORK \u2013 November 5, 2025 \u2013&nbsp;NBC News\u2019&nbsp;TODAY&nbsp;was the number-one morning show outright last week, topping ABC\u2019s \u201cGood Morning America\u201d in total viewers and the key demos.&nbsp;TODAY\u2019s victory marks its first total viewer win in four weeks and its fourth in the last seven weeks. [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2025\/11\/05\/today-tops-gma-in-total-viewers-delivers-biggest-audience-on-halloween-since-january\/\">Read More&#8230;<span class=\"screen-reader-text\"> from TODAY\u00a0TOPS GMA IN TOTAL VIEWERS, DELIVERS BIGGEST AUDIENCE ON HALLOWEEN SINCE JANUARY<\/span><\/a><\/p>\n","protected":false},"author":28,"featured_media":8024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[170,10],"tags":[],"class_list":["post-8392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-today"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TODAY\u00a0TOPS GMA IN TOTAL VIEWERS, DELIVERS BIGGEST AUDIENCE ON HALLOWEEN SINCE JANUARY - NBC News Press Releases<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2025\/11\/05\/today-tops-gma-in-total-viewers-delivers-biggest-audience-on-halloween-since-january\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TODAY\u00a0TOPS GMA IN TOTAL VIEWERS, DELIVERS BIGGEST AUDIENCE ON HALLOWEEN SINCE JANUARY - NBC News Press Releases\" \/>\n<meta property=\"og:description\" content=\"TODAY Marks 100 Consecutive Weeks at #1 in Key Demo NEW YORK \u2013 November 5, 2025 \u2013&nbsp;NBC News\u2019&nbsp;TODAY&nbsp;was the number-one morning show outright last week, topping ABC\u2019s \u201cGood Morning America\u201d in total viewers and the key demos.&nbsp;TODAY\u2019s victory marks its first total viewer win in four weeks and its fourth in the last seven weeks. 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