'TODAY' is No. 1 Again in the Demo

New York, NY

TODAY averaged 986,000 A18-49 viewers, +169,000 (+21 percent) more than GMA and +385,000 (+64 percent) higher than CBS.

NBC News’ TODAY was the number-one morning show topping ABC’s "Good Morning America" once again in the key demo A25-54. TODAY has now won 79 straight weeks in the key demo (95 of the last 96 weeks), its best streak in more than four years. TODAY’s A25-54 and A18-49 wins over GMA have reached five-year highs, and TODAY has cut the total viewer gap with GMA by 19 percent season to date (-187,000 vs. -230,000 last season).


HH Rtg: 2.72
HH Shr: 12
P2+ Imps: 3,749
P18-49 Rtg: 0.77
P18-49 Imps: 986
P25-54 Rtg: 1.13
P25-54 Imps: 1,353

CBS This Morning
HH Rtg: 2.41
HH Shr: 10
P2+ Imps: 3,297
P18-49 Rtg: 0.47
P18-49 Imps: 601
P25-54 Rtg: 0.68
P25-54 Imps: 820

Good Morning America
HH Rtg: 2.86
HH Shr: 12
P2+ Imps: 3,901
P18-49 Rtg: 0.64
P18-49 Imps: 817
P25-54 Rtg: 0.97
P25-54 Imps: 1,163

For the week, TODAY averaged 1.353 million A25-54 viewers, topping GMA by +190,000 (+16 percent) and CBS by +533,000 (+65 percent)

  • TODAY has ranked No. 1 among A25-54 viewers for 79 consecutive weeks (best streak in over four years) and 95 of the last 96 weeks

  • TODAY’s A25-54 lead over ABC was 6% higher than prior week (+190,000 vs. +179,000 prior week)

  • TODAY delivered a 1.13 A25-54 rating, +0.16 points ahead of GMA and +0.45 points more than CBS

TODAY averaged 986,000 A18-49 viewers, +169,000 (+21 percent) more than GMA and +385,000 (+64 percent) higher than CBS

  • TODAY’s 0.77 A18-49 rating led GMA by +0.13 points and CBS by +0.30 points

TODAY averaged 3.749 million total viewers, leading CBS This Morning by +452,000 (+14 percent)

  • TODAY reduced GMA’s total viewer lead by 54% compared to the same week last season (-187,000 vs. -230,000 last year)


TODAY ranks No. 1 among A25-54 viewers and A18-49 viewers

  • TODAY’s A25-54 and A18-49 leads over GMA have reached five-year highs

  • TODAY has increased its A25-54 advantage over GMA by 34 percent vs. last season while its A18-49 lead over GMA has improved by 10 percent

TODAY’s total viewer gap vs. GMA has been reduced by 19% (-187,000 vs. -230,000 last season)


TODAY reached more consumers than GMA on Yahoo with over 38.7 million unique visitors turning to in May for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 41 consecutive months (50 out of the last 51), has reached more mobile consumers than GMA on Yahoo. has gone from parity in mobile unique visitors in September 2013 to delivering more than 3.2x GMA on Yahoo’s mobile visitor number in May 2017.