NBC News’ TODAY was the number-one morning show in the key demo for the 2024-25 season, topping ABC’s “Good Morning America” for 10 straight seasons. No other network morning show has won the key demo for as many consecutive seasons as TODAY. TODAY posted its largest season demo win over GMA in 8 years and its closet total viewer margin in 13 years.
TODAY also won the key demo for the quarter and week, marking 109 out of 110 weekly demo wins. TODAY was the only morning program to grow in the key demo week over week.
Key Season Points:
- #1 morning show in A25-54 for the 10th consecutive season
- TODAY posts biggest season demo win over GMA in 8 years (2016-17) and best advantage over CBS in 4 years (2020-21) Vs. prior season,
- TODAY improved its A25-54 leads over GMA by 12% and CBS by 21%
- TODAY drew its highest share of network AM News demo viewers (43.4%) in 13 seasons #1 in A18-49 for the 32nd consecutive season
- TODAY holds best season A18-49 win over CBS in 3 years, 6% improvement vs. prior season
- TODAY has its biggest share of network morning show A18-49 viewers (43.3%) in 13 seasons
- TODAY posts its narrowest total viewer gap with GMA in 13 seasons; gap improved by 27% vs. prior season Versus CBS,
- TODAY delivers its biggest total viewer win in 5 seasons; improved lead by 15% vs. prior season TODAY saw its biggest share of network AM news total viewers (36.1%) in 11 seasons
TODAY averaged 624,000 A25-54 viewers, leading Good Morning America by +155,000 (+33%) and CBS Mornings by +278,000 (+80%)
TODAY averaged 398,000 A18-49 viewers, leading GMA by +99,000 (+33%) and CBS by +175,000 (+79%)
TODAY averaged 2.597 million total viewers, leading CBS by +662,000 (+34%)