NBC Execs in Panic Mode as ‘Today’ Ratings Slump Following Hoda Kotb’s Departure

NBC’s once-dominant Today show is now facing a serious challenge in the ratings race, and the network’s executives are reportedly panicking as Good Morning America (GMA) inches closer to claiming the coveted No. 1 spot.

A new report from Rob Shuter’s Naughty But Nice Substack reveals that for the week of April 20, Today only narrowly outpaced GMA by a slim margin of 72,000 viewers. The ratings slip has sparked a wave of concern behind the scenes at NBC.

The most significant factor for the drop? Hoda Kotb’s absence, who took a step back from the show in January 2025. According to an inside source, Today’s loyal viewers seem to be feeling the gap left by Kotb’s departure. “There are constant conversations about Hoda behind the scenes,” the source revealed. “A lot of people believe audiences still emotionally connect Today with her.”

Another source described the shift in audience sentiment as a turning point: “The audience connection changed after Hoda left. The big question is whether NBC can fix it before GMA steals the crown.”

NBC is seriously concerned about GMA’s rising momentum. One insider shared, “NBC hates losing ground to GMA.” As the ratings gap narrows, the pressure on NBC execs is mounting, and finger-pointing has already begun. Today had just shy of 3 million viewers in April, but sources believe the show should have had a larger lead, given its history of dominance.

“Everyone at Today is watching the ratings nervously,” a source confessed. “GMA has real momentum right now, and NBC knows it.”

Can Today turn the ship around before GMA takes the crown? Only time will tell. The stakes are higher than ever, and NBC is feeling the heat.