Macy’s Thanksgiving Day Parade Drives ‘Today‘ to Record Viewership
New York – NBC’s Today show experienced its best Thanksgiving Day performance on record, attracting 4.422 million total viewers on Thursday, November 27, 2025. This marks the program’s largest single-day audience since April 6, 2020, fueled by its live coverage of the macy’s Thanksgiving Day Parade.
The surge in viewership contributed to a strong week overall for Today, which averaged 3.458 million total viewers and 803,000 viewers in the Adults 25-54 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 to the same week in 2024, Today was up +8% in total viewers but down -5% in the demo.
While all three major morning shows-Good Morning America (ABC), Today, and CBS Mornings-recorded week-to-week gains in total viewers, ABC’s Good Morning America saw a decline in the Adults 25-54 demo.GMA averaged 2.908 million total viewers and 469,000 viewers in the A25-54 demo for the week.It was up +2% in total viewers but down -2% in the demo compared to the prior week. Year-over-year, GMA was up +4% in total viewers but down -1% in the demo.
CBS Mornings also saw gains, averaging 1.953 million total viewers and 321,000 viewers in the A25-54 demo. the program was up +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% in total viewers but experienced a -10% decline in the demo.
It is vital to note that coding variations impacted weekly averages. Good Morning America and Today were coded as specials on certain days, and CBS Mornings was coded as a special for the entire Wednesday-Friday period. These retitled telecasts were excluded from weekly and season averages. CBS’ weekly averages are based on two days (Monday and Tuesday), while ABC’s and NBC’s are based on three days (Monday, Tuesday, and Wednesday and Monday, Tuesday, and Thursday, respectively).
Morning Show Viewership – Week of November 24, 2025
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 2,908,000 | 3,458,000 | 1,953,000 |
| • A25-54: | 469,000 | 803,000 | 321,000 |
Source: The Nielsen Company, NTI Total Viewers, Women 25-54 and Women 18-49 Live+SD Current Week (w/o 11/17/25), Previous Week (w/o 11/3/25) and Year-Ago Week (w/o 11/18/24). season to date: Most Current Data Stream: 2025-2026 Season (9/22-11/23/25) and 2024-2025 Season (9/16-11/18/24).
