NBC's The Today Show has experienced a significant 23% surge in viewership during the week ending February 6, 2026, drawing an average of 3.32 million viewers as audiences tuned in for updates on the disappearance of co-anchor Savannah Guthrie's mother, Nancy Guthrie, alongside coverage of the Winter Olympics.
This marked a gain of approximately 624,000 viewers compared to the same period in 2025, with the program capturing 41% of morning TV audiences, outperforming ABC's Good Morning America (2.91 million viewers, 36% share) and CBS Mornings (1.84 million viewers, 23% share).
The boost is attributed in part to public fascination with the Nancy Guthrie case, as the show served as a key source for developments in the investigation, including breaking news segments and expert analysis. However, the concurrent broadcast of the Milan Cortina Winter Olympics on NBC and Peacock also played a role, as Olympic events historically elevate morning show ratings during such periods.
Savannah Guthrie has been absent from the program since her mother's abduction, with co-host Hoda Kotb stepping in to anchor alongside others.
Nancy Guthrie, 78, was last seen at her Tucson, Arizona, home on January 31, 2026, and authorities are treating her disappearance as a kidnapping, with no suspects identified as of February 11, 2026. The case has drawn widespread media attention, including increased security at the Today Show's New York studio out of caution, and speculation about potential high-ratings specials on NBC's Dateline.
The FBI has reported a surge in tips following the release of surveillance footage, and other networks like ABC's World News Tonight have also covered developments with expert breakdowns.
Historically, The Today Show has maintained strong ratings under Savannah Guthrie's co-anchorship since 2012, often leading in the key 25-54 demographic, though personal crises like this one highlight the program's role as both a news outlet and a perceived "family" for viewers.