Posts Biggest Lead over GMA in A25-54 and Closest Total Viewer Margin since TODAY’s Across-The-Board Win Thanksgiving Week

#1 in All-Important Demo Season-to-Date, Marking Six Years In-a-Row at the Top Spot at this Point in the Season

PLUS – Beat GMA and CBS in Total Viewers on Monday, December 28

NEW YORK – Jan. 6, 2020 – NBC News’ TODAY is the number-one morning show in the key demo for 71 straight weeks and 260 out of the last 262 weeks. Last week, TODAY’s lead in A25-54 over ABC’s “Good Morning America” (GMA) was not only 11 times higher than the previous week, but the highest it’s been since Thanksgiving Week when TODAY won across-the-board. TODAY’s total viewer gap with GMA was also the narrowest it has been since then. 

For the season, TODAY is holding on to the top spot in the demo most-coveted by news advertisers, marking six straight years at number-one at this point in the season.

And on Monday, Dec. 28, 2020, TODAY beat both GMA and “CBS This Morning” in total viewers. 


Week of 12/28/2020 – 1/3/2021

TODAY averaged 931,000 A25-54 viewers, leading GMA by +110,000 (+13%) and CBS This Morning by +389,000 (+72%)

  • TODAY has now ranked #1 in the key demo for 71 consecutive weeks and 260 of the last 262 weeks
  • TODAY posted its biggest A25-54 win over GMA since Thanksgiving Week (a five-week high)
  • TODAY’s A25-54 lead over GMA was 11 times higher than prior week (+10,000) and 18% higher than the same week last year (+93,000)

TODAY averaged 665,000 A18-49 viewers, topping GMA by +137,000 (+26%) and CBS by +317,000 (+91%)

  • TODAY is the #1 ranked morning show in A18-49 for the 67th consecutive week and 279th of the last 282 weeks
  • TODAY had its widest A18-49 advantage over GMA in five weeks
  • Compared to the same week last season, TODAY’s A18-49 lead over GMA rose by 34%
  • Week-over-week, TODAY more than doubled its A18-49 lead over GMA (+137,000 vs. +54,000 prior week) while increasing its lead over CBS by 14%

TODAY ranked #1 in total viewers on Monday morning

TODAY averaged 3.259 million total viewers, beating CBS This Morning by +628,000 (+24%)

  • TODAY pulled to its closest total viewer margin vs. GMA since Thanksgiving Week 
  • Week-over-week, TODAY narrowed the total viewer gap vs. GMA by 61%

2020-21 SEASON-TO-DATE (9/21/2020-1/3/2020)

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

TODAY’s A25-54 advantage over GMA (+99,000) is 2% higher than the same point last season

TODAY’s A18-49 lead over GMA (+126,000) is 20% higher than prior year and its biggest advantage in three seasons

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