NBC News’ Today has officially completed a hat trick, celebrating three continuous weeks as the No. 1 morning show in total viewers and the advertiser-coveted Adults 25-54 demo. It’s the show’s longest reign at the top of both measured categories since March 2020.
That achievement is all the more impressive considering that few significant news events happened the week of Nov. 11. However, Today did reveal a changing of the guard on Thursday, Nov. 14, with Craig Melvin officially named as Hoda Kotb’s replacement starting in January 2025
It should be noted that ABC News’ Good Morning America remained within striking distance of Today as only 28,000 total viewers separated the two rivals. Furthermore—much like the evening newscasts— all three-morning shows suffered a viewership drain. Today and CBS News’ CBS Mornings suffered double-digit declines among A25-54 viewers and all three shows dropped in total viewers.
NOTE: GMA was retitled on Monday (11/11/24) to GMA-ABC. This retitled telecast is excluded from the weekly and season averages. ABC News’ weekly averages are based on four days (Tuesday to Friday).
According to live-plus-same-day data from Nielsen, GMA averaged 2.654 million total viewers and 467,000 A25-54 viewers for respective declines of -5% and -8% compared to the previous week. Looking at its performance alongside the same week in 2023 (the week of Nov. 13), GMA was down -14% in total viewers and -23% in the demo.
Today surpassed GMA with 2.682 million total viewers and 676,000 A25-54 viewers, but saw week-to-week declines of -8% in the former category and -12% in the latter. Year-to-year, Today was down by -3% in total viewers and stayed flat in the demo.
CBS Mornings rounded out the trio with 2.070 million total viewers and 414,000 A25-54 viewers. (Notable: It finished behind GMA by only 53,000 viewers in the demo.) That translates to respective drops of -6% and -13% compared to the prior week. Compared to 2023, CBS Mornings was down -8% in both total viewers and the demo.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,654,000 | 2,682,000 | 2,070,000 |
| • A25-54: | 467,000 | 676,000 | 414,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live + SD Current Week (w/o 11/11/24), Previous Week (w/o 11/4/24) and Year-Ago Week (w/o 11/6/23). Most Current Data Stream: 2024-2025 Season (9/23-11/17/24) and 2023-2024 Season (9/25-11/19/23). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.
