TODAY Tops GMA in A25-54 for 9 Consecutive Weeks 

TODAY Is the Only Morning Program to Grow Across the Board Week Over Week and Year Over Year

TODAY Digital Reaches Largest Audience Since February

NEW YORK – October 17, 2023 – NBC News’ TODAY was the number-one morning show last week topping ABC’s “Good Morning America” in the key demo A25-54, marking its ninth consecutive week winning the key demo. Last week, TODAY was the only morning program to grow across the board versus the prior week and year. Season to date, TODAY is the top-rated morning show in the key demo A25-54 and in A18-49. 

Additionally, last week TODAY Digital reached its best week since February and reached 15.2M unique visitors.


  • TODAY is the only morning show to grow its audience across-the-board vs. prior week and prior year
  • TODAY wins in A25-54 for the 9th consecutive week (longest weekly winning streak since April 2022) and 17th time in the last 23 weeks
  • TODAY’s A25-54/A18-49 advantages over GMA grew stronger each morning head-to-head
  • Season-to-date through Week 3, TODAY ranks #1 in A25-54 and A18-49 and has closed the total viewer gap with GMA by 38%

TODAY averaged 707,000 A25-54 viewers, beating GMA by +110,000 (+18%) and leading CBS by +267,000 (+61%)

  • TODAY has been the #1 morning show in A25-54 for nine consecutive weeks (17 of the last 23 weeks) and ranked ahead of CBS for 1,626 straight weeks (since 8/10/1992)
  • Week-over-week, TODAY increased its A25-54 audience by +8,000 (up +1%) and improved its lead over GMA by 323% (+110,000 vs. +26,000 prior week)
  • TODAY was the only program to grow its A25-54 viewership versus the same week last year (+16,000, up +2%). TODAY also turned its demo gap into an advantage vs. GMA (+110,000 vs. -7,000 prior year) and widened its lead over CBS by 66% (+267,000 vs. +161,000 prior year)

TODAY averaged 519,000 A18-49 viewers, beating GMA by +115,000 (+28%) and leading CBS by +238,000 (+85%)

  • TODAY ranked #1 in A18-49 for the 26th time in the last 28 weeks and beaten CBS for 1,626 consecutive weeks (since 8/10/1992)
  • TODAY’s A18-49 viewership hit a 31-week high (best since 3/6/23) while its advantages over GMA and CBS were at 46-week highs (since 11/21/22)
  • Week-over-week, TODAY grew its A18-49 viewership by +14,000 (up +3%), more than doubled its advantage over GMA (+115,000 vs. +53,000 prior week, or 117% higher), and improved its lead over CBS by 3% (+238,000 vs. +231,000 prior week)
  • Compared to the same week last year, TODAY was the only morning show to increase its A18-49 delivery (+39,000, up +8%), significantly increasing its leads over both GMA (+115,000 vs. +2,000 prior year, up 5,650%) and CBS (+238,000 vs. +100,000 prior year, 138% higher)

TODAY averaged 2.793 million total viewers, leading CBS by +646,000 (+30%)

  • TODAY has beaten CBS for 1,626 consecutive weeks (since 8/10/1992)
  • TODAY also grew its total audience by +18,000 (+2%) compared to prior year and increased its lead over CBS by 46% (+646,000 vs. +443,000 prior year)

TODAY Digital reached 15.2M unique visitors last week.

  • The brand drove 30M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-10/15/2023)

TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date


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