TODAY Tops GMA for 26 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Demo Lead Across the Board Versus Prior Year

TODAY Tops GMA in Total Viewers Last Thursday and Narrows Total Viewer Gap Versus Prior Year

TODAY Is #1 in Key Demo Season to Date

NEW YORK – February 13, 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 26th straight weekly demo win, its longest streak since December 2020. Additionally, TODAY narrowed the total viewer gap with GMA by 74% versus the prior year and topped GMA in total viewers last Thursday.

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


  • TODAY won its 26th consecutive week among A25-54 viewers, the program’s longest winning streak in the key demo in over three years (since December 2020)
    • TODAY’s demo advantage over GMA was 43% higher than prior week
  • TODAY has ranked #1 in A18-49 for 27 consecutive weeks (best A18-49 streak since February 2022)
  • TODAY beat GMA by +97,000 total viewers on Thursday
    • TODAY reduced the total viewer gap with GMA  by 74% vs. the same week last season
  • TODAY improved its competitive positions vs. GMA across-the-board compared to prior year
    • Versus prior year, TODAY improved its total viewer gap with GMA for the 11th week in a row
    • Note: GMA lost roughly one-quarter of its younger viewership vs. prior year (-25% in A25-54, -23% in A18-49)
  • Season-to-date through Week 20, TODAY ranks as the #1 morning show in A25-54 and A18-49
    • TODAY’s A25-54 lead vs. GMA is more than 7x higher than last season and is the best start in five years (2018-19 season)

TODAY averaged 657,000 A25-54 viewers, beating Good Morning America by +96,000 (+17%) and leading CBS Mornings by +143,000 (+28%)

  • TODAY has been the #1 ranked morning show in A25-54 for 26 consecutive weeks (34 of the last 40 weeks) and beaten CBS in the key demo for 1,643 weeks (every week since 8/10/1992)
  • TODAY’s current 26-week winning streak in the demo is its longest in more than three years (since December 2020)

TODAY averaged 451,000 A18-49 viewers, beating GMA by +86,000 (+24%) and leading CBS by +100,000 (+29%)

TODAY averaged 2.740 million total viewers, leading CBS by +327,000 (+14%)

  • TODAY ranked #1 across-the-board on Thursday morning, topping GMA by +97,000 total viewers

TODAY Digital reached 14.0M unique visitors last week

  • The brand drove 26.2M video views across on and off net platforms

2023-24 SEASON-TO-DATE (9/25/2023-2/11/2024)

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


  • TODAY leads GMA by +115,000 A25-54 viewers, more than 7 times higher than prior year (+15,000) and its best start to a season in five years (2018-19)


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