‘Today’ Snares Top Two Positions in Morning-News Battle for First Time in 14 Years
NBC’s “Today” is back on top in TV’s never-ending morning wars. The A.M. news franchise finished the 2025-26 broadcast season with the most viewers overall among morning programs and the most viewers between the ages of 25 and 54, the demographic most coveted by advertisers in TV
In a significant shake-up, NBC's "Today" has reclaimed the top spot in the morning-news battle, outpacing rivals ABC's "Good Morning America" and CBS's "This Morning" for the first time in 14 years. This resurgence is a major win for NBC, as the morning-news landscape has long been a closely contested and highly lucrative space. With "Today" now leading in both total viewers and the prized 25-54 demographic, the network is poised to reap substantial advertising rewards.
The morning-news wars have long been a bellwether for the television industry, with major networks investing heavily in talent, programming, and marketing to capture a coveted spot in viewers' daily routines. The 25-54 demographic is particularly crucial, as it represents the most attractive audience for advertisers. By dominating this group, "Today" has positioned itself for a strong upfront sales season, where networks negotiate advertising rates with major brands.
As the television landscape continues to evolve, it's essential to watch how "Today" maintains its momentum and whether its competitors can mount a comeback. With the rise of streaming and changing viewer habits, traditional morning-news programs face increasing pressure to adapt and innovate. Keep an eye on how the major networks respond to shifting audience preferences and whether "Today" can sustain its lead in the morning-news battle.
Originally reported by variety.com. SohoNews adds analysis for culture, style & media readers.