'Today' Snares Top Positions in Morning-News, First Time in 14 Years
Variety • • entertainment
Key Points:
- NBC’s “Today” show led the 2025-26 broadcast season in total viewers and the key 25-54 age demographic, marking its first dual-category win since 2011-2012.
- The program averaged 2.938 million viewers, surpassing ABC’s “Good Morning America” by 114,000 viewers and “CBS Mornings” by 1.174 million.
- Viewership for “Today” increased by 7% compared to the previous season, with a notable 28% lead over “GMA” and 120% over “CBS Mornings” in the 25-54 demographic.
- The show’s success comes amid ongoing challenges, including the unresolved kidnapping of Nancy Guthrie, mother of co-anchor Savannah Guthrie, which has been occasionally addressed on air.
- “Today” achieved its largest share of the 25-54 demographic in 15 years, highlighting its strong appeal to advertisers targeting this key audience.
