TODAY Tops GMA for 25 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Demo Lead Across the Board Versus Prior Year

TODAY Narrows Total Viewer Gap with GMA Versus Prior Season

TODAY Is #1 in Key Demo Season to Date

NEW YORK – February 6, 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 25thstraight weekly demo win, its longest streak since December 2020. 

Additionally, TODAY grew its lead among younger viewers across the board versus the prior year and narrowed the total viewer gap with GMA by 57% versus the same week last season. 

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


  • TODAY ranked #1 in A25-54 for the 25th consecutive week, its longest key demo winning streak in over three years (since December 2020) 
  • TODAY has ranked #1 in A18-49 for 26 consecutive weeks (best A18-49 streak since February 2022) 
  • TODAY improved its competitive positions vs. GMA across-the-board compared to prior year 
  • Season-to-date through Week 19, TODAY ranks as the #1 morning show in A25-54 and A18-49 
    • TODAY’s A25-54 lead vs. GMA is more than 6x higher than last season and is the best start in five years (2018-19 season)

TODAY averaged 660,000 A25-54 viewers, beating Good Morning America by +67,000 (+11%) and leading CBS Mornings by +168,000 (+34%)

  • TODAY has been the #1 ranked morning show in A25-54 for 25 consecutive weeks (33 of the last 39 weeks) and beaten CBS in the key demo for 1,642 weeks (every week since 8/10/1992) 
  • TODAY’s current 25-week winning streak in the demo is its longest in more than three years (since December 2020)

TODAY averaged 458,000 A18-49 viewers, beating GMA by +66,000 (+17%) and leading CBS by +134,000 (+42%)

TODAY averaged 2.763 million total viewers, leading CBS by +502,000 (+22%)

  • TODAY has beaten CBS for 1,642 consecutive weeks in total viewers (since 8/10/1992) 
  • Versus the same week last season, TODAY reduced its total viewer gap vs. GMA by 57% (-145,000 vs. -338,000 prior year) 

TODAY Digital reached 13.2M unique visitors last week

  • The brand drove 23.9M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-2/4/2024)

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


  • TODAY leads GMA by +116,000 A25-54 viewers, more than 6 times higher than prior year 

Total Viewers:

  • TODAY trails GMA by -180,000 total viewers, an 38% gap improvement vs. the same period last season (-289,000)


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