The Today show celebrated 12 years as the #1 morning show this morning. Last week's ratings win means the show now holds the longest-running current winning streak in all of broadcast TV.

This morning's celebration included an in-studio champagne toast, speeches by Today show EP Jim Bell and NBC News SVP Phil Griffin, and fleeces given out to the staff that have the Today show logo and "#1 for 12 Years" written on them.

Insiders tell us Julia Roberts was in studio doing a post-show interview (which will air tomorrow on Today) and worried that her segment was holding up the festivities. The winning streak (which is now at 626 weeks) began Monday, December 11, 1995.

Click continued to read the press release...

NBC NEWS' "TODAY" HITS AN UNPRECEDENTED MILESTONE:

AMERICA’S #1 MORNING NEWS PROGRAM FOR 12 YEARS STRAIGHT

"Today" Has Won Every Single Week for 12 Years — The Longest Running Current Winning Streak in All of Broadcast Television

For the Week, "Today" Topped GMA By 887K and Posted Its Biggest Single-Day Total Viewer Win Since February 14, 2007 and Its Largest A25-54 Viewer Gap Since May 31, 2006

NEW YORK – December 13, 2007 - On Monday, December 11, 1995, NBC News’ "Today" reported on a massive snowstorm in Buffalo, N.Y., the U.S. Marines arriving in Bosnia, Michael Jackson’s collapse during an on-stage rehearsal, and the possibility of MSN and NBC starting a 24-hour cable news channel. That day also began an unprecedented run in broadcast television - it was the first day of “Today’s” 12-year, 626th-consecutive-week winning streak.

No other morning news program has come close to a winning streak like "Today's." It far surpasses GMA's longest winning streak of 87 straight weeks (1990-1991), and it's the longest current winning streak in all of broadcast television, by any show, in any daypart.

Now, after covering countless news events, traveling to "The Ends of the Earth," introducing the nation’s top performers, interviewing the publishing world’s most prominent and popular authors, and sharing their life experiences with all of America – Matt, Meredith, Al, Ann, Natalie, Hoda and all of the “Today” show staff want to thank the millions of viewers who continue to invite them into their homes every morning and have kept the show in first place for such an extraordinary run.

And, to keep with what's become a morning news tradition, NBC News' "Today" aced the week, attracting more than 6 million viewers for the week of December 3 - an 887K (17 percent) lead over GMA and a 3 million (96 percent) lead over "The Early Show.” “Today” posted its highest total viewer delivery since the week of February 12, 2007 and its largest advantage over GMA since the week of March 26, 2007. This marks the fifth consecutive week "Today" has outperformed GMA by at least 600,000 total viewers and 500,000 A25-54 viewers.

On Tuesday of last week, "Today" topped GMA by 1.370 million total viewers and 1.383 million A25-54 viewers. This represented “Today’s” biggest single-day total viewer win since February 14, 2007 and the largest A25-54 viewers gap since May 31, 2006 (Katie Couric’s final telecast as co-anchor). “Today” outperformed GMA by at least 1 million total viewers three out of five days last week.

"Today" also topped off the landmark week reaching delivery highs in W18-49 and W25-54 since the week of February 12, 2007, and in A25-54 since the week of February 26, 2007. Compared to its year-to-date average, “Today” grew in homes (12%), total viewers (12%), W/A18-49 (19%/13%) and W/A25-54 (15%/14%). Versus the same week last season, “Today” was up in homes (2%), total viewers (1%), W18-49 (4%), and W/A25-54 (7%/4%). Season-to-date, “Today” has increased its advantage over GMA in W18-49 (from 15% up to 22%), W25-54 (from 16% up to 17%), and A25-54 (from 22% up to 24%).

For the week, "Today" led with a 4.7 household rating/16 share and more than 6 million viewers. "GMA" trailed with a 4.0/14 and 5.1 million viewers. CBS' "The Early Show" remained in third place with a 2.4/8 and 3.1 million viewers.

In rating A25-54, "Today" led GMA by an outstanding 41 percent (7 tenths) and beat Early Show by 118 percent (1.3 ratings points). In rating A18-49, "Today" outperformed GMA by 38 percent (5 tenths) and Early Show by 125 percent (1 ratings point).

"Today II" had strong week with a 2.9/11 and 3.8 million viewers. “Today II” continues to top “CBS Early Show” across the board, and it outperformed “The View” in total viewers (+4% or +132,000) and M25-54 (+17%). “Today II” increased in homes (12%), total viewers (16%), and W/A18-49 (18%/13%) and W/M/A25-54 (14%/17%/10%) compared to its 4Q’07/STD average. Versus its year-to-date average, “Today II” was up in homes (14%), total viewers (12%), and W25-54 (+13%).

"Today III" had a great week averaging over 2 million total viewers on Wednesday. “Today III” was up in homes (14%), total viewers (12%), and W25-54 (13%) versus its 4Q’07/STD averages. For the week, “Today III” delivered a 1.6/6 and 2 million viewers.

On its digital platforms, "Today" continued its strong performance during the week ending December 8 with more than 5 million online streams. The top video was the "Today" exclusive interview with Brad Pitt about his project to build homes in New Orleans. The other top ranked videos included the story about Jennifer Love Hewitt's weight after photos of her appeared in the tabloids, the report that no pepper spray was found in Miss Puerto Rico's dress, the report on sex slaves in America, and the interview with the woman who was struck by lightning and survived. TODAYshow.com's stories, blog, message boards and live votes were also popular with users.