NBC's Today show is winning the ratings race over ABC's Good Morning America, but both networks are shedding viewers.

Both morning shows are down in viewership this season, but the ABC franchise is down far more.

So NBC is winning by losing less viewers than ABC.

The Hollywood Reporter writes that NBC's Today show has topped ABC's Good Morning America in the critical 25-to-54 demographic for five weeks in a row, beginning Aug. 31. And when Nielsen delivers final numbers for the week ending Oct. 9, the NBC program is expected to best GMA again, extending its streak to the longest in more than three years.

There is also word that the Today Show wants Access Hollywood host Billy Bush to move from L.A. and join the 9AM hour as lead host.

Hiring Bush would signal both a further tilt toward celebrity coverage and away from traditional news at that hour and the likely end of rumors about Josh Elliot taking on a major role at Today.

Access producers are said to have already put out feelers about possible replacements for Bush should he decide to head east.

NBC declined comment.