It turns out Matt Lauer in a bikini is not a huge draw for viewers.
Long a battle of costume one-upsmanship for the morning shows, Halloween hit daytime on Thursday -- and though a ratings win for Good Morning America over Today isn't a surprise given the ABC show's year-plus dominance, it is a first in more than two decades.
PHOTOS: Daytime TV Celebrates Halloween
GMA notched its Halloween win, in both viewers and the key news demo, since 1991. Fast Affiliate data gives the show 5.412 million viewers, 713,000 more than Today (4.699 million).
The race was closer among adults 25-54, with GMA's 2.202 million viewers topping Today's 2.056 million.
Halloween continues to be a huge event for the morning shows. Multiple costume changes yesterday included GMA's Robin Roberts taking on Scandal's Olivia Pope and, perhaps most bizarrely, Lauer dressing as a Baywatch era Pamela Anderson.
