Good Morning America beat NBC's "Today" show's September ratings, amid a fierce battle unchained by the exit of Ann Curry from NBC's "Today" in late June.
In September, GMA had 5,096 million total viewers a day compared to 4,289 million total viewers for the "Today" show. The figures imply a difference of 807,000 total viewers between the two shows.
"[The ratings] are 'GMA's' largest monthly lead over 'Today' in more than 21 years and biggest demo advantage in more than 18 years," ABC said in a press release.
In the statement, ABC also said that the show's website had more unique visitors than MSNBC's Today show with 24 million users and 99 million page views in September.
The "Today" show has been struggling to win over Good Morning America since the 2012 London Olympics began in July, according to the Daily Mail.
Despite losing in September, NBC emphasized in a statement Thursday that "Today" has been the number one morning program in total viewers for 862 out of 877 weeks.
"Today" executive producer Jim Bell talked with the Hollywood Reporter about the ratings in an interview on September 26.
"I think it's very important to step back a little bit and acknowledge that we were out there for 16-plus years winning every single week," Bell said. "That was a great run and now we've got to get it back. We welcome the challenge," he said.
"Today" has become the target of criticism for it's decision to fire Ann Curry and a reports that Matt Lauer had to do with her ousting.
The show also sparked criticism for running an interview with Kim Kardashian's mother Kris Jenner about her breast implants, during the 9/11 moment of silence.
Bell responded to both criticisms. He tried to cool off the situation saying he was the one that made the decision to fire Curry and that it was the right thing to do.
On Jenner, Bell said he regretted the decision.