Wins Key Demo for 65 Straight Weeks

Posts Best Total Viewer and A25-54 Advantages Over GMA in 34 Weeks

Adds Most Total and A25-54 Viewers Among Morning Shows, Vs. Prior Week

#1 in A25-54 for 254 of Past 256 Weeks

NEW YORK – Nov. 24, 2020 – NBC News’ TODAY won the week of November 16th across the board, posting its best viewer advantage over ABC’s “Good Morning America” (GMA) since March 2020, and adding the most total and A25-54 viewers among the morning shows, versus the prior week. TODAY is once again the number-one morning show in the demo most coveted by news advertisers, winning the top spot in A25-54 for 65 straight weeks, and 254 out of the past 256 weeks. Compared to the same week last year, TODAY widened its demo lead over GMA by 77%.



Program P25-54 P25-54 P18-49 P18-49 P2+
Rtg Imps Rtg Imps Imps
TODAY 0.90 1,083 0.57 739 3,492
CBS THIS MORNING 0.51 615 0.32 413 2,824
GOOD MORNING AMERICA 0.75 901 0.46 600 3,472

TODAY averaged 3.492 million total viewers, leading GMA by +20,000 (+1%) and CBS This Morning by +668,000 (+24%)

  • This was TODAY’s first total viewer win over GMA in 15 weeks (since week of 8/3/2020) and best advantage in 34 weeks (since week of 3/23/2020)
  • Week-over-week, TODAY saw the biggest increase of total viewers among the morning shows (+58,000) and increased its lead over CBS by 8%

TODAY averaged 1.083 million A25-54 viewers, outperforming GMA by +182,000 (+20%) and CBS This Morning by +468,000 (+76%)

  • TODAY has now ranked #1 in A25-54 for 65 consecutive weeks (includes one tie) and 254 of the last 256 weeks
  • TODAY’s demo advantage over GMA hit a seven-month high (since week of 3/23/2020) while its lead over CBS was the best in over five months (since week of 6/1/2020)
  • TODAY’s A25-54 lead over GMA was 77% higher than the same week last season (+182,000 vs. +103,000 prior year)
  • Week-over-week, TODAY added the most demo viewers (+38,000) while improving its demo advantages over both GMA (26% higher) and CBS (5% higher)

TODAY averaged 739,000 A18-49 viewers, topping GMA by +139,000 (+23%) and CBS by +326,000 (+79%)

  • TODAY has ranked #1 in A18-49 for 61 consecutive weeks and 123 of the last 125 weeks

2020-21 SEASON-TO-DATE (9/21/2020-11/22/2020)

TODAY ranks #1 among both A25-54 and A18-49 viewers season-to-date

TODAY’s A25-54 advantage over GMA (+101,000) is up 23% versus the same point last season

TODAY’s A18-49 lead over GMA (+129,000) is 29% higher than prior year and its biggest advantage in three seasons

Ratings now reflect the addition of Out of Home (OOH) viewership that Nielsen Media Research began measuring on Aug. 31 across only 44 markets.

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Media contacts

For more information contact:
Emma Martin
NBC News
p: (201) 735-4713