NBCs Today show has won ratings gold for the first time since the London Olympics in 2012.
The Nielsen company said Tuesday that the Today show had more viewers than ABCs usually dominant Good Morning America for the first week of the Sochi Olympics.
With NBC the Olympics rights-holder, Today brought its team led by anchors Matt Lauer and Savannah Guthrie to Russia for morning broadcasts focused on the games.
Today averaged 6.22 million viewers last week, with Good Morning America at 6.01 million.
NBC is hoping that attention paid to the games can give a long-term kick-start to its entry in the morning competition.