For three consecutive weeks, NBC News’ “Today” show has claimed victory over “Good Morning America” in total viewership, marking its most extended reign in over four years. The week of November 11, 2024, saw “Today” averaging 2.682 million viewers in live plus same-day figures for regularly titled shows. “GMA” followed closely with 2.654 million, and “CBS Mornings” trailed with 2.070 million.
“Today” also significantly outperformed its competitors in the key demographics of adults 25-54 and adults 18-49. It achieved a 0.55 rating in the 25-54 group and a 0.33 rating in the 18-49 group, compared to ABC and CBS’s approximate ratings of 0.36 and 0.21, respectively, in the 25-54 demographic.
NBC’s announcement highlighted “impression” figures for these demographics, showing “Today” with 676,000 impressions in the 25-54 group and 437,000 in the 18-49 group. However, the meaning of “impressions” in this context remains unclear.
This ratings success comes at a pivotal moment for “Today,” as co-anchor Hoda Kotb is set to leave the show in January 2025, with Craig Melvin taking her place. While anchor changes often impact ratings, Kotb’s popularity makes the outcome less predictable. Although Kotb remains with NBC News, her future role remains undisclosed, with ongoing speculation about her departure.
Historically, “Today” dominated morning television, but ABC’s gains in subsequent years shifted the balance. The recent ratings boost could be short-lived, as initial increases following a talent change often prove unsustainable.