‘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
The morning news wars have a new leader, with NBC's "Today" reclaiming the top spot for the first time in 14 years. This is a significant development in the television industry, as morning news programs are a crucial source of revenue for networks through advertising. By leading in both total viewers and the coveted 25-54 demographic, "Today" has positioned itself for a strong comeback.
The shift in rankings is also notable given the changing media landscape. With the rise of streaming services and online news sources, traditional morning news programs have had to adapt to stay relevant. "Today's" resurgence suggests that its format and content are resonating with audiences, and its lead in the 25-54 demographic will likely attract advertisers looking to reach this key group. As the television industry continues to evolve, it will be interesting to see how "Today" maintains its momentum.
What's next to watch is how the other morning news programs, such as ABC's "Good Morning America" and CBS's "CBS Mornings," will respond to "Today's" newfound lead. Will they adjust their formats or talent lineups to try and regain the top spot? Additionally, with the growing importance of digital media, it's worth monitoring how these programs are performing online and on social media platforms, as this will likely play a larger role in their overall success in the future.
Originally reported by variety.com. VeniceNews adds analysis for culture, style & media readers.