Macy’s Thanksgiving Day Parade Drives ‘Today‘ to Record Viewership
New York – NBC’s Today show experienced its best Thanksgiving Day performance on record, โattracting 4.422 million total viewersโฃ on Thursday, November 27, 2025. This marks the program’s largest single-day audience since April 6, 2020, fueled by its live coverageโ ofโ the macy’s Thanksgiving Day Parade.
The surge in โviewership contributedโข to a strong โweek overall for Today, which averagedโข 3.458 million totalโ viewers and 803,000 viewers in the Adults โ25-54 demographic for the week of November 24, 2025. This represents a +19% increase in total viewers and a +30% jump in the key demo compared to the previous week. Compared โto the same week inโข 2024, Today was up +8% in total โฃviewers but down -5% in the demo.
Whileโ all three major morning shows-Good Morning America โฃ (ABC), Today, and CBS โขMornings-recorded week-to-week gains in totalโข viewers, ABC’sโฃ Good Morning America saw a decline in the Adults 25-54 demo.GMA โaveraged 2.908 millionโฃ total viewersโข and 469,000โ viewers in the A25-54 demo for the week.It was up +2% in totalโฃ viewers but โdown -2% in theโข demo compared to the prior week. Year-over-year, GMA wasโฃ up +4% โฃin total viewers but down -1% in the โdemo.
CBS Mornings also saw gains, averaging 1.953 million totalโ viewers and 321,000 viewers in the A25-54 demo. the program โฃwas โup +8% in total viewers and +15% in the A25-54 demo compared to the previous week.compared to the same week in 2024, CBS Mornings grew by +1% inโ total viewers but experienced a -10% decline in the demo.
It is โvital to โคnote that coding variations impacted weeklyโฃ averages. Good Morning America and Today were coded as โspecials on certain days, and CBS โMornings โคwas coded as a special โคfor the entire Wednesday-Friday period. These retitled telecasts โฃwere excludedโ from weekly and season averages. CBS’ โขweekly averages are based on two days (Monday andโ Tuesday), while ABC’s and NBC’s are based on threeโ days (Monday, Tuesday, and Wednesday and Monday, Tuesday, โand Thursday, respectively).
Morning Show Viewership – Weekโค of โNovember 24, 2025
| ABC | NBC | CBS | |
|---|---|---|---|
| โข Total Viewers: | 2,908,000 | 3,458,000 | 1,953,000 |
| โข A25-54: | 469,000 | 803,000 | 321,000 |
Source: The Nielsen Company,โ NTI Total Viewers, Women 25-54 โขand Women 18-49 Live+SD Current Week (w/o 11/17/25), Previousโค Week โค(w/o 11/3/25)โค and Year-Agoโฃ Week (w/o 11/18/24). season to date: Most Current Data Stream: 2025-2026 โคSeason (9/22-11/23/25) and 2024-2025 Season (9/16-11/18/24).