TV Ratings: 'Today' vs. 'GMA' Race Is Tightest Since 2012

Today Show Hosts - H 2015
NBC Universal

Today Show Hosts - H 2015

The dueling morning shows finish July neck-and-neck with their targeted audience.

Depending on your barometer, Today either narrowly won its first full month in the ratings race since 2012 or tied with Good Morning America. Either way, it's a coup for the NBC morning show, which has been relegated to runner-up status for the last three years.

Making good on last week's strong prognosis for July ratings, Today wrapped the quieter summer month with an average of 1.533 million adults 25-54, the advertiser-favored demo for the morning shows. GMA, coming in at No. 2, averaged just 1,000 fewer viewers — the occupancy of the Times Square Olive Garden on a Wednesday night, more or less.

Today's victory claim is challenged by GMA, which cites modest DVR growth pushing the pair to a tie, but recent months clearly have been a boon to Today. The show has won seven of the last 15 weeks in the key demo. The last time there was this much back-and-forth between the two shows was during the summer of 2012 — an incredibly contentious time in the morning-show battle that saw Ann Curry ousted at Today as GMA took the lead.

Among total viewers, the two shows were separated by much more than 1,000. GMA maintained its healthy audience advantage in July, with an average 4.468 million viewers. Today, by comparison, took 4.076 million viewers.

And, not to be left out of the discussion, CBS This Morning continued a steady third-place performance with an average 3.156 million viewers and 900,000 adults 25-54.