For three consecutive weeks, NBC News’ “Today” show has outperformed “Good Morning America” in total viewers, marking its longest reign at the top in over four years. The week of November 11, 2024, saw “Today” average 2.682 million viewers (live plus same-day figures for regularly titled shows), slightly ahead of “GMA” with 2.654 million and “CBS Mornings” with 2.070 million.
“Today” also significantly leads in the key demographics of adults 25-54 (0.55 rating) and adults 18-49 (0.33 rating), compared to ABC and CBS at approximately 0.36 and 0.21, respectively. NBC’s announcement also included “impression” figures, though the exact definition remains unclear.
NBC did not release “total viewer” data for the demos and didn’t respond to queries regarding the methodology of the demographic figures or potential retitling of morning programs that week.
After years where “Good Morning America” dominated, “Today’s” recent success comes at a potentially pivotal moment. Co-anchor Hoda Kotb is set to leave in January 2025, with Craig Melvin taking over. While anchor changes can impact ratings, Kotb’s popularity could influence viewer response. NBC hasn’t disclosed Kotb’s future role, leaving speculation about the reasons behind her departure.
While initial ratings boosts are common with new hosts, sustained growth is a greater challenge.