The morning news ratings are in for the week of May 4, and it was good news and bad news for NBC News’ Today, which extended its lead in total viewers but is being chased in a tight demo race.

According to AdWeek, citing Nielsen’s national live+same-day big data plus program ratings, Today remained in the No. 1 spot with an average of 3.059 million total viewers and 523,000 viewers in the coveted Adults 25-54 demographic. This was up 1 percent in total viewers compared to the week prior but down 12 percent in the key demo.

Originally published on tvinsider.com, part of the BLOX Digital Content Exchange.

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