TODAY Tops GMA in A25-54 for 17 Consecutive Weeks, Its Best Streak in More Than a Year

TODAY Grows Key Demo Lead Versus Prior Year, Delivers Biggest Demo Lead Over GMA in More Than 2 Years

TODAY Tops GMA in Total Viewers Last Thursday

TODAY Is #1 in Key Demo Season to Date, Its Best Start to a Season Versus GMA in 5 Years

NEW YORK – December 12, 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 seventeenth straight weekly demo win, its longest streak since April 2022. TODAY also grew its demo lead over GMA versus the prior year, delivering itsbiggest non-holiday week demo win since October 2021. Additionally, TODAY topped GMA in total viewers last Thursday, cutting the gap with GMA by more than half 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 five years.


  • TODAY ranked #1 in A25-54 for the 17th consecutive week (TODAY’s longest weekly winning streak since April 2022) and 25th time in the last 30 weeks
    • Excluding holiday weeks, this was TODAY biggest demo win over GMA in more than two years (since week of 10/25/2021)
    • For the second time this season, TODAY led GMA by at least 100,000 A25-54 viewers all five mornings. This was TODAY’s seventh weekly 100,000+ demo win of the season’s 11 weeks.
    • TODAY’s demo win over GMA is more than three times larger than the same week last year
  • TODAY has ranked #1 in A18-49 for the 18th consecutive week and in 61of the last 66 weeks
    • This was TODAY’s sixth weekly 100,000+ A18-49 win over GMA this season
    • Compared to the same week last season, TODAY more than doubled its lead over GMA and increased its advantage over CBS by 8%
  • TODAY posted a daily total viewer win over GMA on Thursday morning (+16,000)
    • Versus the same week last season, TODAY cut its total viewer gap vs. GMA by more than half (55% closer)
  • Season-to-date through Week 11, 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 five years (2018-19 season)

TODAY averaged 688,000 A25-54 viewers, beating Good Morning America by +148,000 (+27%) and leading CBS Mornings by +261,000 (+61%)

  • TODAY has been the #1 morning show in A25-54 for 17 consecutive weeks (25 of the last 31 weeks) and beaten CBS in the key demo for 1,634 weeks (every week since 8/10/1992)
  • Excluding holiday weeks, TODAY posted its biggest demo win over GMA in more than two years (since week of 10/25/2021)
  • TODAY led GMA by more than 100,000 A25-54 each morning last week, and has now beaten GMA in the key demo for 38 consecutive broadcasts, every morning since Tuesday 10/10/2023

TODAY averaged 481,000 A18-49 viewers, beating GMA by +126,000 (+36%) and leading CBS by +209,000 (+77%)

  • TODAY ranked #1 in A18-49 for the 18th consecutive week (61 of the last 66 weeks) and has outperformed CBS for 1,634 consecutive weeks (since 8/10/1992)

TODAY averaged 2.766 million total viewers, leading CBS by +556,000 (+25%)

  • TODAY has beaten CBS for 1,634 consecutive weeks in total viewers (since 8/10/1992)
  • TODAY beat GMA by +16,000 total viewers on Thursday morning

TODAY Digital reached 11.6M unique visitors last week.

  • The brand drove 19.1M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-12/10/2023)

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


  • TODAY leads GMA by +109,000 A25-54 viewers, nearly 5 times higher than prior year (+22,000) and its best start to a season in five years (2018-19)


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