Macy's Parade Coverage Boosts Today Traffic - News Directory 3

The week leading up to the Thanksgiving holiday proved notably successful for Today. While all three major morning shows - Today, Good Morning America (GMA), and CBS Mornings - experienced week-over-week gains in ⁢total viewership, Today was the only program to increase its share of the Adults 25-54 demographic. This demographic is highly valued by advertisers.

Specifically, Today's Thursday edition, featuring extensive coverage of the Macy's Thanksgiving Day Parade, drew 4.422 million total viewers.This represents the show's best Thanksgiving Day performance ever and its largest single-day audience as April 6, 2020, when⁣ the program covered the unfolding COVID-19 pandemic.

Tho, it's significant⁢ to note coding discrepancies during Thanksgiving week. According to internal notes, Good Morning America was coded as a ⁣"special" on both Thursday, November 27th, ⁣and Friday, November 28th. Today was coded as a regular program on Wednesday,November 26th,and⁣ then retitled as "Today-TS" on Friday. CBS Mornings was also coded as "specials" from Wednesday through friday. These coding choices can influence reported ratings and comparisons.