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NBC's TODAY Tops 'GMA' Across the Board in Total Viewers & All Demos

NBC News' TODAY was the number-one morning show topping ABC's "Good Morning America" across the board in total viewers and all demos last Friday. TODAY was also once again the top morning show in the key demo A25-54 for the week. TODAY has now won 80 straight weeks in the key demo (96 of the last 97 weeks), its best streak in more than four years. TODAY's A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has cut the total viewer gap with GMA by 17% season to date (-189,000 vs. -229,000 last season).

*Please note all three morning news programs are based on three-day averages (Wed-Fri) due to the Independence Day holiday.


Net HH
TODAY 2.59 11 3,605 0.74 947 1.06 1,269
CBS THIS MORNING 2.27 10 3,100 0.42 536 0.62 750
GOOD MORNING AMERICA 2.81 12 3,836 0.64 821 0.97 1,170

TODAY was number one across the board Friday, topping GMA in total viewers, A25-54 and A18-49.

  • Last Friday marked Savannah Guthrie's five-year anniversary as co-host of TODAY

For the week, TODAY averaged 1.269 million A25-54 viewers, topping GMA by +99,000 (+8%) and CBS by +519,000 (+69%)

  • TODAY has ranked #1 among A25-54 viewers for 80 consecutive weeks (best streak in over four years) and 96 of the last 97 weeks
  • TODAY won all three rated mornings last week
  • TODAY delivered a 1.06 A25-54 rating, +0.09 points ahead of GMA and +0.44 points more than CBS

TODAY averaged 947,000 A18-49 viewers, +126,000 (+15%) more than GMA and +411,000 (+77%) higher than CBS

  • TODAY's A18-49 lead over ABC was 7% higher than prior week (+411,000 vs. +385,000 prior week)
  • TODAY's 0.74 A18-49 rating led GMA by +0.10 points and CBS by +0.32 points

TODAY averaged 3.605 million total viewers, leading CBS THIS MORNING by +505,000 (+16%)

  • Week-to-week, TODAY increased its total viewer lead over CBS by 12% (+505,000 vs. +452,000 prior week)


TODAY ranks #1 among A25-54 viewers and A18-49 viewers

  • TODAY's A25-54 and A18-49 leads over GMA have reached five-year highs
  • TODAY has increased its A25-54 advantage over GMA by 33% vs. last season while its A18-49 lead over GMA has improved by 10%

TODAY's total viewer gap vs. GMA has been reduced by 17% (-189,000 vs. -229,000 last season)

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