Air Date: Mondays-Fridays on NBC (7-11 a.m. ET)


TODAY Tops GMA in the Key Demo for the Week TODAY Has Been #1 in the Key Demo for 53 Straight Weeks, a First in 4 Years Season-to-Date, TODAY Is Posting Its Biggest Demo Wins in 5 Years

NEW YORK – January 4, 2017 – NBC News’ TODAY was the number-one morning show topping ABC’s “Good Morning America” in the key demo A25-54 once again for the week. TODAY has now won the key demo for 53 straight weeks, a first in four years. Season-to-date, TODAY is posting its largest A25-54 and A18-49 advantages over GMA in five years. Additionally, TODAY won eight weeks in total viewers last year including the week of the presidential election and the month of December. The total viewer gap between TODAY and GMA is 75% closer than the same week last season (-79,000 versus -316,000).

*Please note: As of 12/28/15, Nielsen national ratings are based on an expanded sample known as “NPX,” which effectively doubles the size of the Nielsen panel through a combination of additional meters and HHs. While NPX is now the official currency of record, all data pre-12/28/15 remains based on the old sample — so year-to-year and other comparisons are versus pre-NPX data.


CBS THIS MORNING2.41103,2950.516560.76911
GOOD MORNING AMERICA3.19134,3760.719061.101,326

TODAY averaged 1.404 million A25-54 viewers, outperforming GMA by +78,000 (+6%) and CBS by +493,000 (+54%)

  • TODAY has ranked #1 among A25-54 viewers for 53 consecutive weeks and 69 of the last 70 weeks
    • TODAY has won 53 straight weeks in A25-54 for the first time in over four years
  • Versus the same week last season, TODAY posted a wider lead over GMA (+78,000 vs. +22,000 last year)
  • TODAY has now won 139 consecutive broadcasts in A25-54, dating back to June 10, 2016
  • TODAY delivered a 1.17 A25-54 rating, +0.07 points ahead of GMA and +0.41 points more than CBS

TODAY averaged 1.012 million A18-49 viewers, +106,000 (+12%) more than GMA and +356,000 (+54%) higher than CBS

  • Compared to the same week last season, TODAY’s A18-49 lead over GMA improved by 430% (+106,000 vs. +20,000 last year)
  • TODAY’s 0.79 A18-49 rating led GMA by +0.08 points and CBS by +0.28 points

TODAY averaged 3.982 million total viewers, leading CBS This Morning by +687,000 (+21%)


TODAY ranks #1 among A25-54 viewers

  • TODAY has more than doubled its advantage over GMA vs. last season (+254,000 vs. +115,000 in 2015-16)
  • This is TODAY’s best A25-54 season-to-date advantage in 5 years (since the 2011-12 season)

TODAY ranks #1 among A18-49 viewers

  • TODAY’s A18-49 lead over GMA has improved by 19% vs. last season (+243,000 vs. +205,000 in 2015-16)
  • This is TODAY best A18-49 season-to-date advantage in five years

TODAY’s total viewer gap vs. GMA has been reduced by 75% (-79,000 vs. -316,000 last season)


TODAY reached more consumers than GMA on Yahoo with over 31.5 million unique visitors turning to in November for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 35 consecutive months (44 out of the last 45), has reached more mobile consumers than GMA on Yahoo. has gone from parity in mobile unique visitors in September 2013 to 2.9x GMA on Yahoo’s mobile visitor number in November 2016.


Media contacts

For more information contact:
Megan StackhouseNBC Newse:
p: 212-664-6205