TODAY Tops GMA for 23 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Demo Lead Over GMA Year Over Year

TODAY Posts 8-Week High in Total Viewers

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

NEW YORK – January 23, 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 23rdstraight weekly demo win, its longest streak since December 2020. Additionally, TODAY posted an 8-week high in total viewership and grew its demo lead over GMA, 10 times higher than the prior year. 

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


  • TODAY ranks #1 in A25-54 for the 23rd consecutive week, its longest key demo winning streak in over three years (since December 2020)
  • TODAY posted an 8-week high in total viewers and also was the only morning show to increase its audience vs. the same week last season
  • TODAY improved its competitive position vs. GMA across-the-board compared to prior year
    • Year-over-year, TODAY posted a 10x higher A25-54 lead vs. GMA and reduced the total viewer gap by 72%
  • Season-to-date through Week 17, TODAY ranks as the #1 morning show 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 737,000 A25-54 viewers, beating Good Morning America by +83,000 (+13%) and leading CBS Mornings by +196,000 (+36%)

  • TODAY has been the #1 ranked morning show in A25-54 for 23 consecutive weeks (31 of the last 37 weeks) and beaten CBS in the key demo for 1,640 weeks (every week since 8/10/1992) 
  • Compared to the same week last season, TODAY improved its A25-54 viewership advantage vs. GMA by 938% (+83,000 vs. +8,000 prior year). 

TODAY averaged 496,000 A18-49 viewers, beating GMA by +64,000 (+15%) and leading CBS by +164,000 (+49%)

TODAY averaged 2.978 million total viewers, leading CBS by +607,000 (+26%)

  • TODAY has beaten CBS for 1,640 consecutive weeks in total viewers (since 8/10/1992) 
  • TODAY increased its total viewership by +28,000 (+1%) vs. prior week, hitting a new 8-week high (since 11/20/2023, Thanksgiving Week)

TODAY had its strongest week since November 2023 at 13.6M unique visitors 

  • The brand drove 21.8M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-1/21/2024)

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


  • TODAY leads GMA by +118,000 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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