Beats GMA in A25-54 Again and Narrows Total Viewer Gap by 20% Last Week

Increases Across-The-Board Lead Over CBS Week-Over-Week

Maintains Top Spot in All-Important Demo Season-to-Date for Six Consecutive Years

NEW YORK – Jan. 20, 2020 – Last week, NBC News’ TODAY again won the demo most-important to news advertisers, marking 73 weeks-in-a-row at number-one, and beating ABC’s “Good Morning America” (GMA) and “CBS This Morning” (CTM) in A25-54 for 262 out of the past 264 weeks. TODAY also narrowed the total viewer gap versus GMA compared to the prior week by 20 percent, and increased its lead across-the-board against CTM.

For six years in a row, TODAY has been the winner in the key demo at this point in the season.


WEEK OF 1/11/2021 - 1/17/2021

Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.82 988 0.55 717 3,284
CBS THIS MORNING 0.50 599 0.32 410 2,705
GOOD MORNING AMERICA 0.81 976 0.52 673 3,532

TODAY averaged 988,000 A25-54 viewers, leading GMA by +42,000 (+4%) and CBS This Morning by +387,000 (+59%)

  • TODAY has now ranked #1 in the key demo for 73 consecutive weeks and 262 of the last 264 weeks
  • Week-over-week, TODAY’s A25-54 lead over CBS was up by 1%

TODAY averaged 717,000 A18-49 viewers, leading GMA by +44,000 (+7%) and CBS by +307,000 (+75%)

  • TODAY is the #1 ranked morning show in A18-49 for the 69th consecutive week and 281st of the last 284 weeks
  • Week-over-week, TODAY increased its A18-49 lead over CBS by 6%

TODAY averaged 3.284 million total viewers, beating CBS This Morning by +579,000 (+21%)

  • Week-over-week, TODAY improved its total viewer gap versus GMA (20% closer) and advantage over CBS (14% higher)

2020-21 SEASON-TO-DATE (9/21/2020-1/17/2020)

TODAY has ranked #1 in both A25-54 and A18-49 at this point of the season for 6 consecutive years

TODAY’s A18-49 lead over GMA (+120,000) is 14% higher than prior year and its biggest advantage in three seasons

# # #

Media contacts

For more information contact:

Alexandra Roberts
NBC News
p: (212) 664-1913