TODAY has scored a big ratings boost amid Savannah Guthrie and Hoda Kotb’s rumored feud and the show is now neck-and-neck with its rival Good Morning America.

As of July 4th, Nielsen television rating data revealed Today and GMA split first place as the NBA program gained about 1,000 more viewers from the previous week

Today raked in 2.7 million total viewers the week of July 4th as news of Savannah and Hoda’s alleged feud sparked.

This comes after Today suffered a 13% drop in viewers last year in July.

GMA, Today’s morning show main rival, still managed to pull slightly ahead as it raked in a total of 2.96 million views.

The show gained 3% viewers from the week prior; however, as Today is gaining viewers since this time last year, GMA is down 8%.

OFF-CAMERA RIVALRY

Today began its spike in viewer popularity as news of Hoda and Savannah’s behind-the-scenes feud came to light.

The Sun previously reported Savannah and Hoda secretly “can’t stand each other” off-camera despite seeming like best friends on television.

An insider explained: “Savannah is the boss. After Matt Lauer was ousted, Savannah grabbed power, and she really wanted Willy Geist in Hoda’s role, but his ratings were just not up to par for the network.”

“Hoda out maneuvered Savannah and got the spot,” they shared.

The source added that Savannah “thinks of herself as a real news person,” while Hoda is seen as “the lightweight that drank wine with Kathy Lee Gifford.”

“Savannah was the White House correspondent before getting the host job, which also explains her love for Jenna since her father was president.”

Jenna Bush Hager‘s father is George W. Bush.

While Jenna is Hoda’s co-host, the insider said she plays both sides between the women.

“Jenna and Savannah are the best of friends, and they ice Hoda out.

“Jenna landed the best job on TV with zero experience- no one works people better than Jenna.

“She’s a master at playing the game,” the insider added.

Recently, viewers felt Hoda snubbed Savannah on-air amid their feud.

SNUBBED!

Viewers have begun to pick up on some of the tension live on air.

During the first hour of the NBC show on Monday, Savannah and Hoda welcomed Lizzo as the musical guest who performed on the outdoor stage as part of the Citi Summer Concert Series.

At one point, Hoda excitedly grabbed Lizzo’s hand and guided her into the packed crowd to greet her fans.

While the children’s book author had her moment with Lizzo, viewers noticed she didn’t wait for her co-host, Savannah, to join them.

Savannah followed them down the stairs with their co-anchors, Craig Melvin and Dylan Dreyer, though Hoda seemed to hurry Lizzo along, leaving them behind.

EMOTIONAL MOMENT

During a celebration for the show at The Paley Center last month, Savannah – who shared duties with former Today show anchor Matt prior to the 64-year-old’s firing – spoke about Hoda coming in as his replacement.

“All I know was in that moment, it felt like I could drown if Hoda hadn’t reached down and grabbed my hand.

“I will always say she saved the show full stop. And holding hands with her and being like, ‘We’re going to do this together,’ meant everything to me. I don’t think I had the confidence by myself,” Savannah said.

The mom-of-two’s kind words didn’t end there as she continued to praise Hoda and the tight relationship they shared.

“It’s wonderful to have a female partnership, but to me, to have this friend and cheerleader and partner, and I really feel that from her, and I hope we share that.

“It’s incredible. I always say, ‘I’ll hold my hands and close my eyes and go anywhere with you.’ I would.”

WHERE’S SAVANNAH?

Fans recently became worried when they noticed Savannah was missing.

In the July 19 morning earnings report, NBC correspondent, Stephanie Gosk, filled in for Savannah.

Her co-hosts nor the network provided an explanation for the star’s absence.

Savannah did not chose to inform fans of her absence on social media either.

Instead, the popular news anchor took to her Instagram Story to post a photo from a “pajama party.”

Savannah posed in a white and pink floral matching pajama set paired with heels and smiled beside her friend Amy Griffin.

She captioned the post: “PJ party with my dear one, Amy, #1 slumber party planner.”