TODAY Wins 278 out of 280 Weeks in A25-54

TODAY Is Only Morning Program to Grow in Key Demo Week Over Week, Increasing Leads Over Competition 

TODAY Is #1 in Key Demo Season to Date for 6th Straight Year 

NEW YORK – May 11, 2021 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54. The win marks 89 straight weeks (278 out of 280 weeks) in first place. TODAY was the only morning show to grow in the key demo week over week while increasing its leads over GMA and CBS. Versus the prior year, TODAY improved its demo lead over GMA and narrowed the total viewer gap. For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season. 

Additionally, TODAY Digital reached 16.4 million unique visitors last week, growing versus the prior week and year. 


TODAY averaged 928,000 A25-54 viewers, outperforming GMA by +77,000 (+9%) and CBS This Morning by +346,000 (+59%)

  • TODAY has now ranked #1 in the key demo for 89 consecutive weeks and 278 of the last 280 weeks
  • Compared to the same week last season, TODAY’s A25-54 lead over GMA increased by 15% (+77,000 vs. +67,000 prior year)
  • TODAY was the only morning news program to post an increase in A25-54 viewership week-over-week (+7,000, or +1%) and improved its advantages over both GMA (12% higher) and CBS (8% higher)

TODAY averaged 677,000 A18-49 viewers, topping GMA by +104,000 (+18%) and CBS by +248,000 (+58%)

  • Versus prior week, TODAY added +1,000 A18-49 viewers (+0.2%). GMA was up +3% while CBS was down -0.3%

TODAY averaged 3.191 million total viewers, +427,000 (+15%) higher than CBS This Morning 

  • TODAY’s total viewer gap vs. GMA improved by 8% versus the same week last season (-130,000 vs. -141,000 prior year)
  • TODAY increased its total viewer lead over CBS by 2% week-over-week (+427,000 vs. +417,000 prior week)

TODAY Digital reached 16.4 unique visitors and 29 million total video views last week 

  • TODAY reached 16.4M unique visitors (+30% WoW, +21% YoY) and 29M total video views, (+1% WoW)
    • The brand had four stories reach more than 1M page views, led by Jill Duggar’s husband slams Duggar parents, says ‘public was deceived’ (1.7MPVs)
    • All three of TODAY’s top sections (Parents, Pop Culture & Food) saw page views grow more than +50% week-over-week
  • TODAY All Day saw 66K hours viewed and 542K video views 

2020-21 SEASON-TO-DATE (9/21/2020-5/9/2021)

TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for eight straight years

Share on FacebookTweet about this on TwitterShare on Google+Share on LinkedInEmail this to someone