TODAY Tops GMA for 36 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Grows Demo Lead Over GMA Year Over Year

TODAY Tops GMA in Total Viewers Monday 

TODAY Is #1 in Key Demo Season to Date

NEW YORK – April 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, marking its 36th consecutive weekly demo win. TODAY has won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. TODAY also grew its demo lead over GMA versus the prior year and narrowed the total viewer gap by 56%. Additionally, TODAY topped GMA in total viewers last Monday. 

Season to date, TODAY is the top-rated morning show in the key demo with an advantage nearly nine times higher over GMA versus the prior season. Additionally, TODAY cut the total viewer gap with GMA by more than half versus the prior season. This is TODAY’s best key demo start to a season versus GMA in five years.

Source: Nielsen, L+SD, 4/15/2024-4/21/2024. Average audience based on regularly-titled telecasts only.


  • TODAY ranked #1 in A25-54 for the 36th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020) 
    • TODAY has now won every morning of 2024 in A25-54 (75 and counting), its longest unbroken daily demo streak to start the year since 2012
  • TODAY has ranked #1 in A18-49 for 37 consecutive weeks (best A18-49 streak since May 2021) 
  • TODAY led GMA by +33,000 viewers on Monday morning
    • Year-to-date, TODAY has now ranked #1 in total viewers on 16 mornings, the highest tally for this point of the year since 2020
  • Versus prior week, TODAY increased its A25-54 lead over GMA by 17% and its A18-49 advantage by 37%
  • Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 21st week in a row
    • In addition, TODAY more than tripled its A18-49 lead over GMA and cut the total viewer gap by 56% vs. prior year
  • Season-to-date through Week 30, TODAY ranks as the #1 morning show in A25-54 and A18-49 
    • TODAY’s A25-54 lead vs. GMA is nearly 9 times higher than last season and is its best start in five years (2018-19 season)
    • TODAY has cut the total viewer gap with GMA by more than half vs. last season (55% closer)

TODAY averaged 657,000 A25-54 viewers, beating Good Morning America by +169,000 (+35%) and leading CBS Mornings by +209,000 (+47%)

  • TODAY has been the #1 ranked morning show in A25-54 for 36 consecutive weeks (44 of the last 50 weeks) and beaten CBS in the key demo for 1,653 weeks in a row (every week since 8/10/1992) 
  • Last week, TODAY posted its biggest Monday demo victory over GMA (+262k) since 2/14/2022 (Beijing Olympics + morning after Super Bowl LVI on NBC). Excluding Olympics/Super Bowl impact, last week was TODAY’s biggest Monday win since 11/14/2020 (week after 2020 election decided)

TODAY averaged 455,000 A18-49 viewers, beating GMA by +114,000 (+34%) and leading CBS by +149,000 (+49%) 

TODAY averaged 2.716 million total viewers, leading CBS by +536,000 (+25%) 

  • TODAY has now beaten CBS in total viewers for 1,653 consecutive weeks (since 8/10/1992) 
  • TODAY was the #1 morning show across-the-board on Monday (+33,000 higher than GMA)
  • Compared to prior year, TODAY reduced its total viewership gap vs. GMA by 56% (-113,000 vs. -258,000 prior year) and improved its lead over CBS by 12% (+536,000 vs. +477,000 prior year)

TODAY Digital had 12.0M unique visitors 

  • The brand drove 20.3M video views across on and off net platforms 

2023-24 SEASON-TO-DATE (9/25/2023-4/14/2024)

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


  • TODAY leads GMA by +125,000 A25-54 viewers, nearly 9 times higher than prior year (+14,000) and its best start to a season in five years (2018-19)


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