Today Repeats at No. 1 During Election Week

NBC News’ Today remained America’s No. 1 morning show in total viewers and the Adults 25-54 demo for the second week in a row. This particular feat occurred during the week of the presidential election, which resulted in President-elect Donald Trump defeating Vice President Kamala Harris.

Not including the Paris 2024 Olympics, Today saw its largest viewership since the week of January 15, as well as its widest advantage over its competitors since the week of November 20, 2023—the week of Thanksgiving. Fortunately, there was good news to go around as the end of the presidential race as all three morning shows brought in over two million total viewers and recorded week-to-week gains in both measured categories.  

According to live-plus-same-day data from Nielsen, GMA averaged 2.801 million total viewers and 506,000 viewers in the A25-54 demo for the week of Nov. 4. It was up +8% in the former category and +3% in the latter compared to the previous week. Looking at its performance alongside the same week in 2023 (the week of Nov. 6), GMA declined by -12% in total viewers and -16% in the demo. 

Today attracted 2.929 million total viewers and 769,000 demo viewers for week-to-week gains of +12% and +11%, respectively. Year-to-year, the morning show was up by +2% in the former category and +9% in the latter. It was the only morning show to see growth in both measured categories compared to the same period in 2023.

Finally, CBS Mornings saw 2.198 million total viewers and 477,000 A25-54 viewers for gains of +14% and +13%, respectively. Compared to 2023, CBS Mornings was down -6% in the former category, but ticked upwards by +8% in the latter.

Nielsen live-plus-same-day averages for the week of November 4, 2024: