'Today' Steals Second Big Ratings Win Over 'GMA' in a Month
The NBC telecast inched ahead of No. 1 ABC by just 67,000 viewers.
Good Morning America may be on track to win the May sweeps, finishing its third consecutive season as the No. 1 morning show, but Today has something significant to crow about for the first time in several years. Without the aid of the Olympics, the No. 2 telecast managed to top the adults 25-54 demographic for the second week in a month.
Today averaged 1.867 million viewers in the morning-friendly demo for the week of May 11, inching past GMA by just 67,000 viewers. Small as the margin might be, it marks the second week in a month that Today has had demo bragging rights — a rare feat since GMA broke Today's decadeslong winning streak in 2012.
GMA still easily took a victory among total viewers — 5.2 million to Today's 4.85 million — but Today is pacing within a closer shot of GMA's crown than it was this time last year. Compared to the same quarter last year, Today has closed the gap by 32 percent.
The ebb and flow of morning-show ratings is nothing new, but Today's two wins shouldn't be brushed off. Prior to the recent weekly win, the network hadn't posted a victory of that kind since NBC's coverage of the 2014 Sochi Winter Olympics. Today typically sees a ratings surge with NBC's exclusive Olympic coverage.