Trounces GMA and CBS in A25-54 for 75 Weeks in a Row

Delivers Largest Lead over GMA in All-Important Key Demo in Four Weeks

Increases Demo Advantage over GMA Week-Over-Week AND Year-Over-Year

Maintains Top Spot in Most-Coveted Demo Season-to-Date 

NEW YORK – Feb. 2, 2020 – January marked 65 consecutive months for NBC News’ TODAY in the top spot in A25-54. TODAY has thumped both ABC’s “Good Morning America” (GMA) and “CBS This Morning” in the key demo not only for 65 straight months, but also for 75 weeks in a row, and for 264 of the past 266 weeks. TODAY’s lead over GMA in the all-important demo is up week-over-week and year-over-year. Last week, TODAY’s advantage over GMA in A25-54 increased by 79 percent, and was the highest it has been in four weeks. 

For the season-to-date, TODAY is in first place in the demo most-coveted by news advertisers — a position it has steadily held at this point in the season for six years in a row.



TODAY was the #1 morning show in A25-54 for the 65th consecutive month

  • TODAY averaged 996,000 A25-54 viewers, leading GMA by +52,000 (+6%) and CBS This Morning by +362,000 (+57%) 

 TODAY has now ranked #1 in A18-49 for 70 consecutive months

  • TODAY averaged 714,000 A18-49 viewers, +62,000 (+10%) higher than GMA and +269,000 (+605) more than CBS 

TODAY averaged 3.304 million total viewers, leading CBS by +513,000 (+18%)

WEEK OF JANUARY 25-31, 2021

TODAY averaged 1.015 million A25-54 viewers, leading GMA by +70,000 (+7%) and CBS This Morning by +316,000 (+45%)

  • TODAY has now ranked #1 in the key demo for 75 consecutive weeks and 264 of the last 266 weeks
  • TODAY had its best A25-54 lead over GMA in four weeks
  • TODAY’s demo lead over GMA improved by 4% compared to prior year
  • Week-over-week, TODAY added +46,000 A25-54 viewers (+5%) and increased its lead over GMA by 79%

TODAY averaged 720,000 A18-49 viewers, leading GMA by +70,000 (+11%) and CBS by +220,000 (+44%)

  • TODAY is the #1 ranked morning show in A18-49 for the 71st consecutive week and 283rd of the last 286 weeks
  • TODAY posted its best A18-49 lead over GMA in four weeks
  • Week-over-week, TODAY’s A18-49 audience rose by 34,000 (+5%) and its lead over GMA more than doubled (+70,000 vs. +29,000 prior week)

TODAY averaged 3.324 million total viewers, leading CBS This Morning by +417,000 (+14%) 

2020-21 SEASON-TO-DATE (9/21/2020-1/31/2021)

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 (+109,000) is 4% higher than prior year and its biggest advantage in three season 

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