Today Tops US Mornings in Viewers and Demo for First Time in 14 Years
NBC's Today has closed the 2025-26 broadcast season as the No. 1 morning programme in the United States in both total viewers and viewers aged 25-54. It is the first time in 14 seasons that the NBC News show has led its rivals on both measures, according to Variety.
Today averaged 2.938 million viewers across the season, Nielsen audience data cited in that report shows. Nielsen is the company that tracks television viewing across the US. The figure put Today 114,000 viewers, or 4%, ahead of ABC's Good Morning America.
The margin over third-placed CBS Mornings was wider. Today finished 1.174 million viewers, or 67%, ahead of its CBS rival. The gap was clear.
Growth drove the result. Today's total audience rose by 185,000 viewers, or 7%, compared with the previous season. That is a sizeable year-on-year move in early morning viewing, where audiences tend to stick to routine.
The 25-54 story was stronger still. Today averaged 609,000 viewers in that demographic, meaning people aged 25 to 54, the age group advertisers watch most closely. The average was 134,000 viewers, or 28%, higher than Good Morning America.
Against CBS Mornings, the lead was 332,000 viewers, or 120%. Nielsen put Today's share of the 25-54 audience at its largest in 15 years. In short, more younger adult viewers chose Today than at any point in a decade and a half.
Today is currently co-hosted by Savannah Guthrie and Craig Melvin, as noted by Yahoo. The last double win came back in the 2011-2012 season, when Matt Lauer and Ann Curry were co-anchors. The current team got a spring boost when Today ranked No. 1 among morning shows for the week of 13 April 2026 after an on-air reunion of Guthrie and former co-host Hoda Kotb, according to Adweek.
What makes this stand out is the wait. Fourteen years covers changes in hosts, habits and viewing technology. Holding both the overall crowd and the 25-54 group matters because the two do not always move together.
For the crews who make morning television every day, finishing first on both counts closes that long split. The figures cover the full 2025-26 broadcast season.
