{"id":8975,"date":"2026-10-01T19:20:15","date_gmt":"2026-10-01T19:20:15","guid":{"rendered":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/?p=8975"},"modified":"2026-10-01T19:20:32","modified_gmt":"2026-10-01T19:20:32","slug":"today-1-in-total-viewers-and-the-key-demo-for-september","status":"publish","type":"post","link":"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2026\/10\/01\/today-1-in-total-viewers-and-the-key-demo-for-september\/","title":{"rendered":"TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>Delivers Most-Watched September in Five Years, Posts Biggest September Win Over GMA in 15 Years<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>NEW YORK \u2013 September 30, 2026<\/strong> \u2014 NBC News\u2019 TODAY finishes September as the #1 morning news program in total viewers and the key demo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TODAY averaged <strong>2.822 million total viewers <\/strong>for the month, beating GMA by <strong>+165,000 (+6%) <\/strong>and leading CBS by <strong>+1.160 million (+70%)<\/strong>. The show delivered its most-watched September in 5 years and posted its largest September advantage over GMA in 15 years and over CBS in 12 years.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TODAY has posted 8 consecutive months of year-over-year total viewer growth, adding <strong>+146,000 viewers (+5%)<\/strong> versus September 2025, the largest gain among the morning shows. TODAY more than tripled its advantage over GMA compared to last September <strong>(+165,000 vs. +47,000)<\/strong> and expanded its lead over CBS by<strong> 36% (+1.160 million vs. +852,000).<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the key demo, TODAY averaged <strong>596,000 viewers<\/strong>, leading GMA by <strong>+150,000 (+34%)<\/strong> and CBS by <strong>+323,000 (+118%)<\/strong>. It captured its <strong>largest September share of morning news A25-54 viewers in 15 years (45.3%).<\/strong> Versus last September, TODAY grew its A25-54 audience by <strong>+27,000 viewers (+5%)<\/strong>, making it the only morning program to grow in the demo year over year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TODAY Monthly Highlights:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>#1 in total viewers and the key demo for September.<\/li>\n\n\n\n<li>Most-watched September in 5 years.<\/li>\n\n\n\n<li>Largest September advantage over GMA in 15 years and over CBS in 12 years.<\/li>\n\n\n\n<li>8 consecutive months of year-over-year total viewer growth, adding +146,000 viewers, the largest gain among morning shows.<\/li>\n\n\n\n<li>Largest September share of morning news A25-54 viewers in 15 years (45.3%).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Delivers Most-Watched September in Five Years, Posts Biggest September Win Over GMA in 15 Years NEW YORK \u2013 September 30, 2026 \u2014 NBC News\u2019 TODAY finishes September as the #1 morning news program in total viewers and the key demo. TODAY averaged 2.822 million total viewers for the month, beating GMA by +165,000 (+6%) and [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2026\/10\/01\/today-1-in-total-viewers-and-the-key-demo-for-september\/\">Read More&#8230;<span class=\"screen-reader-text\"> from TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER<\/span><\/a><\/p>\n","protected":false},"author":53,"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":[34,19],"class_list":["post-8975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-today","tag-featured","tag-today"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER - 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\/2026\/10\/01\/today-1-in-total-viewers-and-the-key-demo-for-september\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER - NBC News Press Releases\" \/>\n<meta property=\"og:description\" content=\"Delivers Most-Watched September in Five Years, Posts Biggest September Win Over GMA in 15 Years NEW YORK \u2013 September 30, 2026 \u2014 NBC News\u2019 TODAY finishes September as the #1 morning news program in total viewers and the key demo. TODAY averaged 2.822 million total viewers for the month, beating GMA by +165,000 (+6%) and [...]Read More... from TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/2026\/10\/01\/today-1-in-total-viewers-and-the-key-demo-for-september\/\" \/>\n<meta property=\"og:site_name\" content=\"NBC News Press Releases\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-01T19:20:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-01T19:20:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nbcuniversalnewsgroup.com\/nbcnews\/wp-content\/uploads\/sites\/2\/2025\/03\/SavannahCraig_InStudio-1024x724.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"724\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katie Katz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@NBCNewsPR\" \/>\n<meta name=\"twitter:site\" content=\"@NBCNewsPR\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katie Katz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/\"},\"author\":{\"name\":\"Katie Katz\",\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/#\\\/schema\\\/person\\\/eba75bb025ff21eb097f02ca1f0cda69\"},\"headline\":\"TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER\",\"datePublished\":\"2026-10-01T19:20:15+00:00\",\"dateModified\":\"2026-10-01T19:20:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/\"},\"wordCount\":233,\"publisher\":{\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/03\\\/SavannahCraig_InStudio.jpg?fit=7782%2C5504&ssl=1\",\"keywords\":[\"Featured\",\"TODAY\"],\"articleSection\":[\"Featured\",\"TODAY\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/\",\"url\":\"https:\\\/\\\/nbcuniversalnewsgroup.com\\\/nbcnews\\\/2026\\\/10\\\/01\\\/today-1-in-total-viewers-and-the-key-demo-for-september\\\/\",\"name\":\"TODAY #1 IN TOTAL VIEWERS AND THE KEY DEMO FOR SEPTEMBER - 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