TODAY Tops GMA for 22 Consecutive Weeks in A25-54, Its Best Streak in More Than 2 Years

TODAY Posts 7-Week High in Viewership Across the Board

TODAY Tops GMA in Total Viewers Last Monday

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

NEW YORK – January 17, 2024 – 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 22nd straight weekly demo win, its longest streak since December 2021. Additionally, TODAY posted a 7-week high in viewership across the board and topped GMA in total viewers last Monday.

Season to date, TODAY is the top-rated morning show in the key demo A25-54, more than 5 times higher than prior year, marking its best key demo start to a season versus GMA in five years. 


  • TODAY up vs. prior week, hits 7-week highs in viewership across-the-board
  • TODAY ranked #1 in A25-54 for the 22nd week in a row (TODAY’s longest winning streak since December 2021) and 30th time in the last 36 weeks
  • TODAY beat GMA by +95,000 total viewers on Monday morning
  • TODAY improved its competitive position vs. GMA across-the-board compared to prior year
    • Year-over-year, TODAY quadrupled its A25-54 lead over GMA, tripled its A18-49 advantage, and cut the total viewer gap by 61%
  • Season-to-date through Week 16, TODAY ranks #1 in A25-54 and A18-49 
    • TODAY’s A25-54 lead vs. GMA is more than 5x higher than last season and is the best start in five years (2018-19 season)

TODAY averaged 764,000 A25-54 viewers, beating Good Morning America by +154,000 (+25%) and leading CBS by +270,000 (+54%)

  • TODAY has been the #1 ranked morning show in A25-54 for 22 consecutive weeks (30 of the last 36 weeks) and beaten CBS in the key demo for 1,639 weeks (every week since 8/10/1992) 
  • Week-over-week, TODAY increased its A25-54 viewership by +89,000 (up +13%) and improved its demo advantage over CBS by 8% (+270,000 vs. +250,000 prior week)

TODAY averaged 551,000 A18-49 viewers, beating GMA by +136,000 (+33%) and leading CBS by +230,000 (+72%)

TODAY averaged 2.950 million total viewers, leading CBS by +594,000 (+25%)

  • TODAY increased its total viewership by +238,000 (+9%) vs. prior week, hitting a seven-week high (since 11/20/2023, Thanksgiving Week)
  • TODAY beat GMA by +95,000 total viewers on Monday morning 

TODAY Digital reached 13.3M unique visitors last week

  • The brand drove 24.9M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-1/14/2024)

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


  • TODAY leads GMA by +119,000 A25-54 viewers, more than 5 times higher than prior year (+22,000) and its best start to a season in five years (2018-19)


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