TODAY Tops GMA in Total Viewers and Key Demo For the Week 

TODAY Delivers 28-Week High in Total Viewers

TODAY Posts 5-Month High in Key Demo, 309 out of 314 Weeks

TODAY Grows Across The Board Week Over Week 

NEW YORK – September 8, 2021 – TODAY was the number-one morning show outright last week, topping “Good Morning America” in total viewers and the key demo. The win marks TODAY’s seventh across-the-board victory this season and biggest total audience delivery in six months. TODAY also posted its best demo viewership in five months. TODAY has now won 309 out of 314 weeks in the demo. Versus the prior week, TODAY grew across the board in total viewers, A25-54 and A18-49. For six straight years TODAY has been the number-one morning show in the all-important key demo at this point in the season.

TODAY Digital reached 12 million unique visitors last week, growing week over week. 


TODAY averaged 986,000 A25-54 viewers, leading GMA by 96,000 (+11%) and CBS This Morning by +453,000 (+85%)

  • TODAY has ranked #1 among A25-54 viewers for 309 of the last 314 weeks
  • This represents TODAY biggest A25-54 delivery in 25 weeks (since the week of 3/8/2021) and best demo lead over CBS in four weeks (week of 8/2/2021, week #2 of the Tokyo Olympics)
  • Week-over-week, TODAY increased its A25-54 delivery by +88,000 viewers (+10%) and improved its demo lead over CBS by 24% (+453,000 vs. +365,000 prior week)

TODAY averaged 711,000 A18-49 viewers, leading GMA by +118,000 (+20%) and CBS by +333,000 (+88%)

  • This was TODAY’s biggest A18-49 delivery in five weeks (since week of 7/26/2021, week #1 of the Tokyo Olympics)
  • TODAY added more A18-49 viewers vs. prior week (+88,000, or +14%) than GMA and CBS combined, while also improving its lead over GMA by 30% (+118,000 vs. +91,000 prior week) and CBS by 23% (+333,000 vs. +270,000 prior week)

TODAY averaged 3.502 million total viewers, +7,000 (+0.2%) more than GMA and +805,000 (+30%) higher than CBS This Morning 

  • TODAY’s total viewership hit a 28-week high, its best level since the week of 2/15/2021
  • TODAY ranked #1 in total viewers on Wednesday, topping GMA by +163,000
  • Compared to the same week last season, TODAY increased its total viewer delivery by +226,000 (+7%) and improved its lead over CBS by 5% (+805,000 vs. +765,000 prior year)
  • TODAY saw the biggest growth of total viewers week-over-week (+354,000) and widened its advantage over CBS by +21% (+805,000 vs. +665,000 prior week)

TODAY Digital reached 12 million unique visitors last week, growing week over week. 

  • TODAY saw 25M video views across on and off net platforms (4% YoY)
  • TODAY All Day delivered 89K hours viewed and 1.1M video view (6% Wow)
  • The stream has reached more than 1M starts for five of the last seven weeks
  • TODAY podcasts drove 177K downloads 
  • TODAY newsletters garnered 201K visits

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

TODAY has been #1 in A25-54 at this point of the season for six consecutive years and A18-49 for 28 straight years 

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