TODAY Tops GMA in A25-54 for 16 Consecutive Weeks, Its Best Streak in More Than a Year

TODAY Grows Demo Lead Over GMA Versus Prior Season

TODAY Is #1 in Key Demo Season to Date, Its Best Start to a Season Versus GMA in 2 Years

NEW YORK – December 5, 2023 – NBC News’ TODAY was the number-one morning show last week, topping ABC’s “Good Morning America” in the key demo A25-54. TODAY marked its sixteenth straight weekly demo win, its longest streak since April 2022. Additionally, TODAY grew its weekly demo advantage versus the same week last season.

Season to date, TODAY is the top-rated morning show in the key demo A25-54 and in A18-49, marking its best A25-54 start to a season versus GMA in two years.


Note: Due to retitling for special report, GMA (Monday impact) and CBS Mornings (Friday impact) are based on 4-day averages.


  • TODAY ranked #1 in A25-54 for the 16th consecutive week (TODAY’s longest weekly winning streak since April 2022) and 24th time in the last 29 weeks
  • TODAY has ranked #1 in A18-49 for the 17th consecutive week and in 60of the last 65 weeks
    • Compared to the same week last season, TODAY more than quadrupled its lead over GMA and increased its advantage over CBS by 18%
  • Season-to-date through Week 10, TODAY ranks #1 in A25-54 and A18-49
    • Among A25-54 viewers, TODAY’s lead vs. GMA is nearly 5 times higher than last season and is the best start in two years

TODAY averaged 708,000 A25-54 viewers, outperforming Good Morning America by +93,000 (+15%) and leading CBS Mornings by +270,000 (+62%)

  • TODAY has been the #1 morning show in A25-54 for 16 consecutive weeks (24 of the last 30 weeks) and beaten CBS in the key demo for 1,633 weeks (every week since 8/10/1992)
  • Compared to the same week last season, TODAY turned its A25-54 viewership gap into an advantage vs. GMA (+93,000 vs. -20,000 prior year) and improved its advantage vs. CBS by 30% (+270,000 vs. +208,000 prior year)

TODAY averaged 482,000 A18-49 viewers, beating GMA by +90,000 (+23%) and leading CBS by +182,000 (+61%)

TODAY averaged 2.861 million total viewers, leading CBS by +599,000 (+27%)

  • TODAY has beaten CBS for 1,633 consecutive weeks in total viewers (since 8/10/1992)

TODAY Digital reached 11.9M unique visitors last week.

  • The brand drove 22.4M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-12/3/2023)

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


  • TODAY leads GMA by +104,000 A25-54 viewers, nearly 5 times higher than prior year (+21,000) and its best start to a season in two years


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