TODAY Tops GMA Across the Board For the Week, Posts Back-to-Back Weekly Wins in Total Viewers
TODAY Tops GMA for 65 Consecutive Weeks in A25-54, Its Best Streak in More Than 3 Years
TODAY Grows Across the Board Week Over Week and Year Over Year
TODAY Is #1 in Key Demo Season to Date
NEW YORK – November 12, 2024 – NBC News’ TODAY was the number-one morning show outright last week, topping ABC’s “Good Morning America” in total viewers and the key demo. This marks back-to-back weekly wins for TODAY in total viewers, its biggest total viewership and advantages over GMA in 13 weeks. TODAY also marked its 65th straight weekly demo win, its longest streak since December 2020. Additionally, TODAY posted the biggest viewership growth of the networks across the board versus the prior week and was the only morning show to grow across the board versus the prior year.
Season to date, TODAY is the top-rated morning show in the key demo with an advantage that more than doubles GMA compared to the prior year. This is TODAY’s best key demo start to a season versus GMA in 8 seasons. In addition, TODAY has narrowed the total viewer gap with GMA to its closest margin in 13 years.
Source: Nielsen Panel, L+SD, 11/4/2024-11/10/2024. Average audience based on regularly-titled telecasts only.
Week of 11/4/2024
TODAY averaged 2.929 million total viewers, beating Good Morning America by +128,000 (+5%) and leading CBS Mornings by +731,000 (+33%)
- TODAY beat GMA in total viewers for the 7th time this year and has outperformed CBS for 1,682 consecutive weeks (since week of 8/10/1992)
- TODAY drew its biggest total viewership and advantages over GMA and CBS in 13 weeks, since Week 2 of the Paris 2024 Olympics
- Excluding Paris, this was TODAY’s largest viewership since last January (week of 1/15/2024) and its widest advantages over the competition in nearly a year (since Thanksgiving Week 2023, 11/20/2023)
- Week-over-week, TODAY saw the biggest increase in total viewers among the morning shows (+317,000, up +12%) and improved its leads over GMA by 540% (+128,000 vs. +20,000 prior week) and CBS by 18% (+731,000 vs. +620,000 prior week)
- Versus prior year, TODAY was the only morning show to grow in total viewers (+76,000, up +3%), reversed a gap vs. GMA into a win (+128,000 vs. -338,000 prior year), and improved its lead over CBS by 43% (+731,000 vs. +512,000 prior year)
TODAY averaged 769,000 A25-54 viewers, beating GMA by +263,000 (+52%) and leading CBS by +292,000 (+61%)
- TODAY has been the #1 morning show for 65 consecutive weeks (since 8/14/2023) and ranked ahead of CBS for 1,682 straight weeks (since week of 8/10/1992)
- TODAY has won 99 consecutive mornings of head-to-head competition with GMA, since 6/12/2024
- TODAY posted a 50-week high in A25-54 viewership (since Thanksgiving Week 2023) and its biggest demo win over GMA in 13 weeks (since Week 2 of Paris 2024Olympics)
- TODAY led GMA by +550,000 A25-54 viewers last Wednesday morning
- TODAY has topped GMA by at least 300,000 A25-54 viewers on 14 days in 2024, its largest daily tally in a calendar year since 2018
- Week-over-week, TODAY saw the biggest gain among A25-54 viewers (+77,000, up +3%) and improved its advantages over GMA by 30% (+263,000 vs. +203,000 prior week) and CBS by 8% (+292,000 vs. +270,000 prior week)
- Vs. prior year, TODAY posted the biggest increase in A25-54 viewers (+62,000, up +9%), more than doubled its demo lead vs. GMA (+263,000 vs. +105,000 prior year), and improved its lead vs. CBS by 11% (+292,000 vs. +264,000 prior year)
TODAY averaged 512,000 A18-49 viewers, beating GMA by +188,000 (+58%) and leading CBS by +186,000 (+57%)
- TODAY topped GMA by at least 100,000 A18-49 viewers for the 11thconsecutive week, its best showing in over 4 years (since April 2020)
- TODAY hit 13-week highs in both A18-49 viewership and advantage over GMA (since Week 2 of Paris 2024 Olympics)
- Week-over-week, TODAY had the biggest growth in A18-49 viewership (+62,000, up +14%) while improving its advantage vs. GMA by 33% (+188,000 vs. +141,000 prior week) and vs. CBS by 11% (+186,000 vs. +168,000 prior week)
- Vs. prior year, TODAY increased its A18-49 viewership by +17,000 (up +3%) and more than doubled its advantage over GMA (+188,000 vs. +88,000 prior year)
- YoY, TODAY saw its A18-49 viewership advantage worsen vs. CBS by 13% (+186,000 vs. +215,000 prior year)
2023-24 SEASON-TO-DATE (9/23/2024-11/10/2024)
TODAY is the #1 ranked morning show in A25-54 and A18-49 season-to-date
A25-54:
- TODAY leads GMA by +211,000 A25-54 viewers:
- Doubles lead vs. prior year (+102,000) and is TODAY’s biggest viewer advantage in 8 seasons (since 2016-17)
- TODAY is drawing its biggest share of A25-54 viewers of network morning shows (43.9%) in 13 seasons (since 2011-12)
- Versus CBS, TODAY’s A25-54 advantage of +291,000 is 10% higher than at the same point last season (+265,000 last season)
A18-49:
- TODAY leads GMA by +147,000 A18-49 viewers:
- A18-49 advantage is 44% higher than prior year (+102,000) and is TODAY’s largest lead in 7 seasons (2017-18)
- TODAY is drawing its biggest share of A18-49 viewers of network morning shows (44.0%) in 13 seasons (since 2011-12)
Total Viewers:
- TODAY sees an 80% gap improvement vs. the same period last season (-257,000) and its closest gap in 13 seasons (since 2011-12)
- Versus CBS, TODAY’s +623,000 total viewer advantage is 14% higher than it was at the same point last season (+547,000)
