Posts Largest A25-54 Audience Since Thanksgiving Week, Beating GMA for 261 of Past 263 Weeks

Maintains Top Spot in All-Important Demo for the Season

Increases Number of Total Viewers Week-Over-Week

NEW YORK – Jan. 12, 2020 – For the 72nd consecutive week, NBC News’ TODAY beat both ABC’s “Good Morning America” (GMA) and “CBS This Morning” (CTM) in the demo most-coveted by news advertisers. TODAY has topped GMA and CTM in the key demo for 261 of the past 263 weeks. Last week, TODAY posted its biggest A25-54 audience in six weeks and is holding on to the number-one spot season-to-date. For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season. 

Plus, TODAY’s total viewership was also up versus the prior week, once again beating CTM.  


Week of 1/4/2021 – 1/10/2021

TODAY averaged 1.040 million A25-54 viewers, leading GMA by +42,000 (+4%) and CBS This Morning by +387,000 (+59%)

  • TODAY has now ranked #1 in the key demo for 72 consecutive weeks and 261 of the last 263 weeks
  • TODAY posted its biggest A25-54 audience since Thanksgiving Week (a six-week high)
  • Week-over-week, TODAY’s A25-54 viewership rose by +12% (+109,000)

TODAY averaged 751,000 A18-49 viewers, leading GMA by +45,000 (+6%) and CBS by +289,000 (+63%)

  • TODAY is the #1 ranked morning show in A18-49 for the 68th consecutive week and 280th of the last 283 weeks
  • TODAY had its best A18-49 delivery in six weeks

TODAY averaged 3.307 million total viewers, beating CBS This Morning by +628,000 (+24%)

  • Week-over-week, TODAY increased its total viewership by +1% (+48,000) 

2020-21 SEASON-TO-DATE (9/21/2020-1/10/2020)

TODAY has ranked #1 in both A25-54 and A18-49 at this point of the season for 6 consecutive years

TODAY’s A18-49 lead over GMA (+120,000) is 14% higher than prior year and its biggest advantage in three seasons

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