TODAY Tops GMA for 39 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years

TODAY Tops GMA in Total Viewers Wednesday & Friday

TODAY Cuts the Total Viewer Gap with GMA by 91% Versus Prior Year

TODAY Is #1 in Key Demo Season to Date

NEW YORK – May 14, 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 39th consecutive weekly demo win. TODAY has now won every morning of 2024 in A25-54, its longest unbroken daily demo streak start to the year since 2012. 

Last week, TODAY topped GMA in total viewers Wednesday and Friday, posting its biggest single-day victory since February 2022. Versus the same week last year, TODAY closed the viewer gap with GMA by 91%.

Season to date, TODAY is the top-rated morning show in the key demo with an advantage nine times higher over GMA versus the prior season. This is TODAY’s best key demo start to a season versus GMA in twelve years.


  • TODAY ranked #1 in A25-54 for the 39th consecutive week, the program’s longest winning streak in the key demo in over three years (since December 2020) 
  • TODAY has ranked #1 in A18-49 for 40 consecutive weeks (best A18-49 streak since May 2021) 
  • TODAY finished within 30,000 total viewers of GMA for the second week in a row
    • TODAY topped GMA by +194,000 total viewers last Friday, its biggest single-day victory since Monday, February 14, 2022 (Beijing Olympics and morning after Super Bowl LVI on NBC)
    • TODAY posted two total viewer wins over GMA (Wednesday and Friday) and has now ranked #1 on 21 mornings in 2024, its highest tally for this point of the year since 2020
  • Compared to prior year, TODAY improved its competitive position vs. GMA among A25-54 and total viewers for the 24th week in a row 
  • Season-to-date through Week 33, TODAY ranks as the #1 morning show in A25-54 and A18-49 

TODAY averaged 626,000 A25-54 viewers, beating Good Morning America by +124,000 (+25%) and leading CBS Mornings by +207,000 (+50%)

  • TODAY has now been the #1 ranked morning show in A25-54 for 39 consecutive weeks (47 of the last 53 weeks), its longest streak in more than three years (since December 2020)
  • TODAY has ranked #1 in A25-54 every morning of 2024 so far (90 and counting), its longest unbroken daily streak to start the year since 2012
  • Compared to the same week last year, TODAY nearly tripled its A25-54 advantage vs. GMA (+124,000 vs. +42,000 prior year, up 195%) 

TODAY averaged 427,000 A18-49 viewers, beating GMA by +102,000 (+31%) and leading CBS by +151,000 (+55%)

TODAY averaged 2.696 million total viewers leading CBS by +509,000 (+23%)  

  • TODAY has now beaten CBS across-the-board for 1,656 consecutive weeks (since 8/10/1992) 
  • TODAY was the #1 morning show in total viewers on Wednesday (+81,000 higher than GMA) and Friday (+194,000).
    • Compared to the same week last year, TODAY closed the total viewer gap vs. GMA by 91% (-28,000 vs. -328,000 prior year) and improved its lead over CBS by 20% (+509,000 vs. +423,000 prior year)

TODAY Digital had 10.8M unique visitors 

  • The brand drove 21.0M video views across on and off net platforms 

2023-24 SEASON-TO-DATE (9/25/2023-5/12/2024)

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


  • TODAY leads GMA by +128,000 A25-54 viewers, over 9 times higher than prior year (+14,000) and its highest 3NET share of A25-54 viewership in 12 years (2011-12 season)


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