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-news content. It is the first time since the 2011-2012 TV season, when Matt Lauer and Ann Curry served as co-anchors of the show, that “Today” has beaten its competitors on both categories.
The wins come amid a trying period for show personnel. The kidnapping of Nancy Guthrie, mother of Savannah Guthrie, captured national attention during the first half of the year. The loss the Guthrie family continues to feel — Nancy Guthrie’s whereabouts remain unknown — continues to be discussed occasionally on air.
One ever-present dynamic of TV’s morning-news battle is that it never ends.
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