TV Ratings: Olympics, Nancy Guthrie Case Push ‘Today’ to Morning Show Lead

Hollywood Reporter

by Rick Porter

February 20, 2026

AI-Generated Deep Dive Summary

NBC’s "Today" Show Sees Ratings Boost During Olympics and Nancy Guthrie Case NBC’s "Today" show has experienced a significant ratings surge in recent weeks, driven by two key factors: the ongoing coverage of the Winter Olympics and the highly publicized disappearance of Nancy Guthrie, the mother of anchor Savannah Guthrie. With 3.4 million average viewers over the past two weeks, "Today" saw a 26% year-over-year increase, marking its highest ratings in years. The Olympics played a major role in this growth, as NBC’s biennial sports broadcasts typically elevate other network programs. However, the Nancy Guthrie case also contributed to the spike, with nearly daily updates on her disappearance dominating "Today"’s coverage since January 31. Savannah Guthrie has been absent from the show during this time, allowing former co-anchor Hoda Kotb and Craig Melvin to step in and maintain the program’s momentum. The Olympics effect is a well-documented phenomenon for "Today," with past games like the 2024 Summer Olympics boosting its ratings by 22%. Even during the lower-rated 2022 winter games, "Today" still saw a notable spike, though this year’s coverage has been particularly strong. The Nancy Guthrie case added an emotional and sensational angle, capturing public attention and keeping "Today" at the forefront of morning news. While the Olympics likely contributed more to the overall ratings growth last week, the disappearance case dominated the earlier part of the two-week period. This surge highlights the dual impact of major events and breaking news on television ratings. The Olympics draw in sports fans and casual viewers alike, while the Nancy Guthrie case tapped into human interest and urgency. For entertainment enthusiasts, this story underscores how networks adapt to capitalize on both planned events like the Olympics and unpredictable news developments. With "Today" outperforming competitors like ABC’s Good Morning America (up 7%) and CBS Mornings (down 14%), NBC solidifies its position as a leader in morning television during key events.

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Originally published on Hollywood Reporter on 2/20/2026