TODAY Wins Total Viewers and Key Demo for the 2025-26 Season, First Time in 14 Years

NBC News' TODAY finished the 2025-26 broadcast season as the #1 morning news program in total viewers and the key demo for the first time in 14 years (since the 2011-12 season). TODAY delivered its most-watched season in four years and posted the largest year-over-year total viewer growth among the morning shows.

TODAY averaged 2.938 million total viewers, leading GMA by +114,000 (+4%) and CBS by +1.174 million (+67%). TODAY posted its biggest season advantage over GMA in 14 years and its widest lead over CBS in 11 years. TODAY grew its total audience by +7% (+185,000) versus the prior season, the largest increase among the morning shows, and expanded its advantage over CBS by +60%.

In A25-54, TODAY averaged 609,000 viewers, beating GMA by +134,000 (+28%) and CBS by +332,000 (+120%) to rank #1 in the key demo for the 11th consecutive season. TODAY delivered its biggest demo win over GMA in eight years and over CBS in five years, while capturing its largest share of A25-54 morning show viewers in 15 years (45%).

2025-26 Season Highlights:

TODAY is #1 in total viewers

• Delivered its most-watched season in four years
• Posted its biggest season advantage over GMA in 14 years and widest lead over CBS in 11 years
• Averaged 2.938 million total viewers, leading GMA by +114,000 (+4%) and CBS by +1.174 million (+67%)
• Posted the largest total viewer growth versus the prior season among the morning shows, up +7% (+185,000)
• Expanded its advantage over CBS by 60% versus the prior season
• Versus the prior season, TODAY grew +7% in total viewers

#1 in A25-54 for the 11th consecutive season

• Averaged 609,000 A25-54 viewers, beating GMA by +134,000 (+28%) and CBS by +332,000 (+120%)
• Posted its biggest demo win over GMA in eight years and over CBS in five years
• Widened its A25-54 advantages over GMA by 5% and CBS by 23% versus the prior season
• Captured 45% of A25-54 morning show viewers, its largest share in 15 years
• Versus the prior season, TODAY declined -1% (-5,000) in A25-54 compared to GMA -2% and CBS -20%

_{Source: Nielsen Big Data + Panel, L+SD, 2025-26 broadcast season.}