TODAY Tops GMA in Key A25-54 Demo for Month and Week

TODAY Posts Biggest February Demo Win Over GMA in 3 Years and Best Monthly Streak in 7 Years

TODAY Posts Best February Total Viewer Performance in 4 Years

TODAY Is #1 in Key Demo Season to Date

NEW YORK – February 27, 2024 – NBC News’ TODAY was the number-one morning show in February, topping ABC’s “Good Morning America” in the key demo A25-54 for six consecutive months. TODAY posted its largest February demo win over GMA in three years and its best monthly streak since January 2017. Additionally, TODAY posted its best February total viewer performance in four years. 

Last week, TODAY marked its 28th straight weekly demo win, its longest streak since December 2020. TODAY also narrowed the total viewer gap with GMA by 47% versus the prior week and topped GMA in total viewers last Tuesday and Thursday. 

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


Source: Nielsen, L+SD, 1/29/2024-2/25/2024. Average audience based on regularly-titled telecasts only.


  • TODAY ranked #1 in A25-54 for the 6th consecutive month, posting its biggest February demo win over GMA in 3 years (since 2021)
    • TODAY’s A25-54 competitive position vs. GMA improved YoY for the 7th month in a row – best monthly streak in 7 years (since January 2017)
  • TODAY ranked #1 in A18-49 for the 18th consecutive month and 105th time in the last 107 months (since April 2015)
  • In total viewers, TODAY posted its closest February gap in four years (since 2020)
    • TODAY ranked #1 in total viewers for 4 of 19 mornings – best February performance in 4 years (2019)

Among A25-54:

  • TODAY averaged 670,000 A25-54 viewers, beating GMA by +106,000 (+19%) and leading CBS by +169,000 (+34%)

Among A18-49:

  • TODAY averaged 454,000 A18-49 viewers, beating GMA by +88,000 (+24%) and leading CBS by +123,000 (+37%)

In total viewers:

  • TODAY averaged 2.787 million total viewers, leading CBS by +436,000 (+19%)

TODAY Digital reached its largest audience in three years in January with 58 million unique visitors. It was its fifth straight month with more than 50 million visitors. The brand also continued to rank among the top three individual publishers among leading lifestyle and entertainment brands, a position it’s held for the last 41 months.

  • In February, TODAY saw strong year-over-year growth across social platforms with YouTube, TikTok and Instagram all pacing up by more than +45% versus the prior year. TODAY has surpassed GMA on TikTok and YouTube for at least the 7th straight month.
  • TODAY All Day is also continuing to see elevated levels as the last two months have been the channel’s strongest on record. February was also the 5th straight month with triple-digit year-over-year growth.  

WEEK of 2/19/2024

Note: All three morning shows were labeled as specials on Monday for the Presidents Day holiday.


  • TODAY ranked #1 in A25-54 for the 28th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020) 
    • TODAY posted multi-week highs in A25-54 delivery (5 weeks) and demo advantages over both GMA (7-week high) and CBS (5-week high)
    • Versus prior week, TODAY was the only morning show to grow its A25-54 audience while widening  its lead vs. GMA by 46% and doubling its advantage over CBS
  • TODAY has ranked #1 in A18-49 for 29 consecutive weeks (best A18-49 streak since February 2022) 
  • TODAY beat GMA in total viewers on both Tuesday (+102,000) and Thursday (+11,000) mornings
    • Versus prior week, TODAY reduced the total viewer gap with GMA by 47% and widened its lead over CBS by 82%
  • TODAY improved its competitive positions vs. GMA across-the-board compared to prior year 
    • Versus the same week last year, TODAY more than doubled its A25-54 lead over GMA, increased its A18-49 lead by 52%, and reduced the total viewer gap by 80%
  • Season-to-date through Week 22, 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 its best start in five years (2018-19 season)

TODAY averaged 697,000 A25-54 viewers, beating Good Morning America by +161,000 (+30%) and leading CBS Mornings by +252,000 (+56%)

  • TODAY has been the #1 ranked morning show in A25-54 for 28 consecutive weeks (36 of the last 42 weeks) and beaten CBS in the key demo for 1,645 weeks (every week since 8/10/1992) 
  • TODAY’s current 28-week winning streak in the demo is its longest in more than three years (since December 2020)
  • Week-over-week, TODAY was the only program to increase in A25-54 viewership (+28,000, up +4%) while improving its demo advantage vs. GMA by 46% (+161,000 vs. +110,000 prior week) and doubling its lead over CBS (+252,000 vs. +126,000 prior week)

TODAY averaged 462,000 A18-49 viewers, beating GMA by +123,000 (+36%) and leading CBS by +183,000 (+66%)

TODAY averaged 2.792 million total viewers, leading CBS by +598,000 (+27%)

  • TODAY posted its best advantage over CBS in five weeks and has now beaten that network’s morning shows for 1,645 consecutive weeks in total viewers (since 8/10/1992) 
  • TODAY ranked #1 across-the-board on both Tuesday (+102,000 total viewers) and Thursday (+11,000 total viewers) 

TODAY Digital reached 10.8M unique visitors last week

  • The brand drove 21.7M video views across on and off net platforms

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

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


  • TODAY leads GMA by +117,000 A25-54 viewers, more than 7 times higher than prior year (+16,000) and its best start to a season in five years (2018-19)


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