The Today Show, often referred to simply as Today or informally as NBC News Today, stands as an iconic pillar of American television. This long-running news and talk morning program, airing on NBC, has shaped the landscape of daily broadcasting for over seven decades, delivering a blend of breaking news, in-depth interviews, weather forecasts, and lifestyle segments to millions of viewers.

A Pioneering Legacy in Morning Television

Making its groundbreaking debut on January 14, 1952, the Today Show holds a singular place in television history as the first program of its kind not only in the United States but globally. This innovative format, which seamlessly integrated information with entertainment, set a new standard for morning programming. Its enduring presence is remarkable; after more than 70 years on air, it proudly ranks as the fifth longest-running television series in United States history, a testament to its cultural impact and sustained relevance.

Evolution of Format and Scheduling

What began as a foundational two-hour weekday broadcast, airing from 7:00 a.m. to 9:00 a.m. Eastern Time, has systematically expanded its reach and scope over the decades to meet evolving audience demands and competitive pressures.

• Weekend Expansion: To cater to a broader audience and maintain its competitive edge, the Today Show extended its footprint to Sundays in 1987 and subsequently to Saturdays in 1992, establishing its presence across the entire week.
• Weekday Hour Expansions: The primary weekday broadcast underwent significant growth, expanding to three hours in 2000 and eventually to a robust four hours in 2007. This strategic move allowed for deeper dives into current events, more varied segments, and additional opportunities for audience engagement.

It's important to note that while the weekday broadcast spans four hours, the third and fourth hours have largely evolved into distinct entities. For instance, the third hour, currently known as Today with Hoda & Jenna (formerly Kathie Lee & Hoda and Today's Take), often features a lighter, more entertainment-focused approach, distinguishing itself from the core news-driven first two hours.

Navigating the Competitive Landscape and Ratings Dominance

For decades, the Today Show enjoyed a period of virtually unchallenged dominance in the highly lucrative morning television market. Its strong ratings and established viewership made it a powerhouse for NBC.

However, the late 1980s marked the emergence of significant competition, most notably from ABC's Good Morning America (GMA). This rivalry intensified, leading to what became known as the "morning show wars."

The Today Show demonstrated remarkable resilience and reclaimed the coveted Nielsen ratings lead during the week of December 11, 1995. This marked the beginning of an extraordinary period of sustained success, as the program held onto its top position for an impressive 852 consecutive weeks – a staggering run that spanned over 16 years. This incredible streak finally concluded during the week of April 9, 2012, when Good Morning America once again surpassed it in viewership.

Following this shift, Today maintained its position as the No. 2 morning program behind GMA from the summer of 2012. It eventually regained the top spot in the aftermath of a significant internal event: the departure of long-time anchor Matt Lauer in November 2017, demonstrating the show's ability to adapt and rebound even amidst significant change.

Cultural Recognition and Commercial Success

Beyond its ratings performance, the Today Show's impact on American culture and its commercial significance are undeniable.

• Acclaimed Recognition: In 2002, the program's enduring quality and cultural relevance were formally recognized when it was ranked No. 17 on TV Guide's prestigious list of the "50 Greatest TV Shows of All Time," solidifying its place in television history.
• Economic Powerhouse: The show's immense popularity translates directly into significant advertising revenue. As reported by the entertainment industry magazine Variety, the first two hours of the Today Show alone generated a colossal $508.8 million in advertising revenue during 2016. This figure underscores the program's value to advertisers, reflecting its consistent ability to attract a large and engaged audience across key demographics.

Embracing the Digital Future with Today All Day

In a strategic move to adapt to evolving media consumption habits and expand its digital footprint, NBC launched Today All Day on July 15, 2020. This innovative 24-hour digital streaming extension of the Today Show is accessible through NBC's official website and its burgeoning streaming service, Peacock.

Today All Day offers viewers continuous access to news, interviews, and features, curating content from the live broadcast, providing original digital-exclusive segments, and offering deeper dives into topics discussed on the main show. This initiative ensures the Today brand remains at the forefront of news delivery in the digital age, reaching audiences across multiple platforms and catering to on-demand viewership.

What is the Today Show?

The Today Show, or simply Today, is a long-running American news and talk morning television program that airs on NBC. It covers a wide range of topics including current events, interviews, weather, and lifestyle segments.

When did the Today Show first air?

The program debuted on January 14, 1952, making it the first morning television show of its genre in both the United States and the world.

How long has the Today Show been on air?

As of 2022, the Today Show has been broadcasting for over 70 years, making it the fifth longest-running television series in U.S. history.

How many hours does the weekday Today Show broadcast?

The weekday Today Show broadcast currently runs for four hours, though the third and fourth hours often operate as distinct programs within the Today brand.

Has the Today Show always been number one in ratings?

While the Today Show dominated morning ratings for many years, notably holding the Nielsen lead for 852 consecutive weeks from 1995 to 2012, it has experienced periods of competition and has been overtaken by ABC's Good Morning America at various times.

What is Today All Day?

Today All Day is a 24-hour digital streaming extension of the Today Show, launched in July 2020. It provides continuous access to Today Show content, including live segments and digital exclusives, via the NBC website and Peacock streaming service.