The new normal at NBC’s “Today” is anything but.
Anchors at the long-running A.M. franchise have grappled with many challenges over the years, ranging from personal health issues to talent transitions, but this past month has presented a set of circumstances that are believed to be without parallel: Nancy Guthrie, mother of longtime “Today” co-anchor Savannah Guthrie, has been missing since January 31, and an agonizing search is in progress around her home in Arizona, leaving producers not only to manage coverage thoughtfully, but also to ponder how to fill Savannah Guthrie’s seat for an undefined interim.
“This situation is tragically unprecedented, and I think it’s really hard to compare anything else to what Savannah and her family are dealing with right now,” says Katie Couric, who famously worked as a co- anchor at “Today” between 1991 and 2006, during a recent interview. “I do think morning shows are living, breathing organisms, and when something happens to a member of these very close-knit teams, it is devastating, I think, to everyone. I think the ‘Today Show’ team is doing the best they possibly can, and it must be excruciating to try to carry on, but also to cover a story about a beloved colleague.”
How has “Today” handled the matter? Hoda Kotb, the veteran “Today” co-anchor who left full-time duties early last year, has rejoined the show on an interim basis, and is holding forth with Craig Melvin. Kotb will stay while Guthrie is with her family, according to a person familiar with the matter. Guthrie is expected to return to the show on her own timeline, even if she requires a significant period to feel ready to do so, this person says.
Each morning, Melvin and Kotb inform viewers that their colleague “remains with her family,” and typically offer a segment about the search for Nancy Guthrie. In the case’s earliest days, the Guthrie story led the “Today” news report, but in more recent broadcasts, the anchors have tackled severe weather, the arrest of former Prince Andrew in the U.K. and the recent State of the Union speech before turning to the Guthrie case. Liz Kreutz, an NBC News correspondent, remains on the ground in Arizona to keep up on the latest details. “Today” has also offered an array of stories about people lending support to the Guthrie family, including a sorority at Savannah Guthrie’s alma mater in Arizona and neighbors of Nancy Guthrie who keep looking out for new clues.
Interest in the case remains high. NBC News broke into programming with a special report earlier this week, anchored by Kotb and Melvin, detailing a $1 million reward from the Guthrie family for their mothers’ recovery. Savannah Guthrie delivered an emotional message asking for information on her mother, while nodding to the dire circumstances surrounding her absence.
Having Kotb on hand offers a viable solution for NBC and “Today” producers. She’s already affiliated with the show, and adding someone new to the mix during such a difficult moment could be ill advised The introduction of someone less known to viewers to fill in more regularly for Guthrie — even on an interim basis — could alienate the audience, which has a years-long relationship with her and doesn’t want to see her treated poorly, particularly under duress. The first two hours of “Today” generated nearly $203.5 million in 2025, according to Guideline, a tracker of ad spending.
“They are fortunate that Hoda, who is a familiar and beloved face, is able to step in so seamlessly under very difficult circumstances,” says Couric. “I think they are trying to handle it as well as they possibly can.”
Amid an emotional and chaotic era for the program come some potential reasons to take a breath: Support for Savannah Guthrie and interest in her family’s plight have buoyed “Today” even as its staff tries to master difficult terrain.
Morning-show audiences have tuned in more to “Today” in recent weeks. Viewership for “Today” for the five days ended February 20 rose 19%, or 517,000 viewers, according to data from Nielsen, compared to the year-earlier period. That viewership hike follows one of 30% in the prior week and one of 23% in week before that.
Audiences for main rival “Good Morning America” on ABC ticked up 6% for the five days ended February 20, while viewership for “CBS Mornings” was off 14%.
It’s not clear how much of a boost can be attributed to the Winter Olympics. In 2022, “Good Morning America” won more viewers overall than “Today” during NBC’s first week of coverage of the extravaganza from Beijing, the first time it was able to do so in the first week of a Winter Olympics in more than three decades. Next week’s ratings report could be a pivotal one for the program, as it will reveal how much of the surge at “Today” has been due to a halo effect tied to the Olympics and how much the Guthrie crisis has galvanized the potential audience for the show.
There also appears to be an internal loyalty to Savannah Guthrie, who has served as the “glue” of the program since being elevated to an anchor in “Today’s” flagship 7 a.m. to 9 a.m. hours in 2012. Guthrie has proven instrumental in helping “Today” muscle past some difficult moments.
She replaced Ann Curry, who exited in an emotional moment that soured some viewers on the program and boosted interest in “GMA,” and played a critical role during a rebuilding period for the show. It was Guthrie and Kotb who were tasked on the morning of November 29, 2017 , with informing viewers that longtime anchor Matt Lauer had been ousted by NBC, which cited “inappropriate sexual behavior,” a claim that he denied. She has kept up with the demanding morning news role even while over the years juggling an eye injury resulting from a mishap at home, and, more recently, surgery on her vocal cords, which she has used daily for years in service to NBC.
She has helped NBC in some critical spots as well, and not just during Election Night or special reports. She presents NBC’s coverage of the Thanksgiving Day Parade, a spectacle that has taken on more economic importance to the network in recent years as advertisers hunt for programs that draw large, simultaneous crowds. In 2020, she boosted NBC after it made a controversial decision to hold a town hall with President Donald Trump opposite a similar event by then-Democratic candidate Joe Biden, which was being televised by ABC. Guthrie kept a tight rein on the proceedings. “You’re the president, you’re not like somebody’s crazy uncle who can retweet whatever,” Guthrie told President Trump after asking why he had recently retweeted a conspiracy theory.
“These are serious times we are living in,” she told Variety in January of 2020 while speaking about her “Today” role. “You can start interviewing the Vice President of the United States, and you can end with Oprah on a beach. That can happen. That does happen all the time. That’s about really measuring what the audience expects, and I think we try to approach the news with substance and sophistication, and I don’t think we are flashy.”
In the earliest hours of the morning, before the “Today” anchors get to the studio and get ready to go on the air, you can sometimes find Guthrie in the hair and make-up room, talking to reporters and correspondents like Kirsten Welker about the nuances of one of the stories set to air in the first minutes of the program. Staffers at “Today” would like to hear her voice filling that room once again.
