NBC's 'Today' Reclaims Morning News Ratings Crown After 14-Year Drought

Key points

• The show averaged 2.938 million total viewers, a 7% increase from the previous season.
• It captured 609,000 viewers in the coveted 25-54 demographic, its highest share in 15 years.
• The success occurred despite the ongoing absence of Nancy Guthrie, whose kidnapping dominated news cycles earlier in the year.
• CBS is preparing a new lineup with Norah O'Donnell to challenge 'Today's' renewed dominance.

Background

This ratings victory follows a period of significant personnel changes and challenges for the network. Earlier this year, the kidnapping of Nancy Guthrie, mother of anchor Savannah Guthrie, captured national attention and impacted the show's airtime. Additionally, the network faced internal adjustments, including the departure of key figures and the return of Norah O'Donnell to CBS Mornings, which aims to intensify competition in the morning slot. The current success suggests that 'Today' has successfully navigated these disruptions to regain its market leadership.

Why it matters

The morning news block is a critical revenue driver for broadcast networks due to high advertising rates and consistent viewership. 'Today's' return to the top indicates a shift in audience loyalty and the effectiveness of its current programming strategy. This dominance may influence future talent acquisitions and format changes across competing networks, particularly as CBS attempts to revamp its own morning show to recapture lost ground.

What to watch

CBS Mornings is expected to test new formats and talent, including the addition of Norah O'Donnell, to compete with 'Today's' momentum. Advertisers will likely scrutinize the 25-54 demographic data to determine budget allocations for the upcoming season. 'Today' will need to maintain its viewership gains while managing the ongoing absence of Nancy Guthrie and potential changes in the competitive landscape.