Week of Feb. 20 Morning Show Ratings: NBC’s Today Recaptures No. 1 Ranking in Adults 25-54, While GMA Dominates in Total Viewers

By Mark Mwachiro 

It may have lost Savannah Guthrie to Covid-19 this morning, and Hoda Kotb has been sidelined in recent days (for unspecified reasons), but NBC’s Today can be happy with the fact that it regained its crown as the most-watched show in the advertiser-coveted A25-54 demo for the week of February 20.

ABC’s Good Morning America remained the top show in total viewers, but this was Today’s first win in the key A25-54 demo since the week of January 16, 2023. It was also the show’s biggest A25-54 delivery in six weeks and had the biggest margin over ABC’s Good Morning America in 13 weeks (+73,000).

There was more good news for Today as it was the only morning show to post week-to-week ratings growth in either of the two demos — total viewers and Adults 25-54.


For the week of Feb. 20, according to live-plus-same-day data from Nielsen, GMA averaged 3.18 million total viewers and 701,000 viewers in the A25-54 demo. GMA was down in total viewers, and the A25-54 demo compared to the previous week by -3% and -6%, respectively. When looking at the morning show’s performance to the same week in 2022, the morning show was down by double digits, dropping by -10% in total viewers and -20% in the A25-54 demo.

NBC’s Today remained in second place in total viewers with 2.85 million viewers but took first place in the Adults 25-54 demo with 774,000 viewers for the week of Feb. 20. Compared to the previous week, Today was flat in total viewers but was up by +6% in A25-54. When looking at the numbers relative to the same week in 2022, Today show was down in both total viewers and adults 25-54 by -14% and -16%, respectively.

CBS Mornings trailed the other two mornings with 2.45 million total viewers and 534,000 viewers in the A25-54 demo for the week of Feb. 20. The program stayed flat in both total viewers and A25-54 when compared to the previous week. When compared with the same period in 2022, CBS’ morning show was down in total viewers and A25-54 by -3 and -13%, respectively.

Nielsen live-plus-same-day numbers for the week of February 20, 2023:

• Total Viewers: 3,177,000 2,851,000   2,452,000
• A25-54: 701,000 774,000   534,000




Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD Current Week (w/o 2/13/23), Previous Week (w/o 2/6/23) and Year-Ago Week (w/o 2/14/22). Most Current Data Stream: Season 2022-2023 (9/19/22 – 2/19/23), Season 2021-2022 (9/20/21 – 2/20/22). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.