Matt Lauer: NBC's 'Today' will be back on top

NEW YORK (AP) -- Matt Lauer says he wants to get the "Today" show back to being the most-watched and least talked-about morning show on TV, and he expects to do it.

The beleaguered morning show host made that pitch to a group of advertisers Thursday at an unfortunately timed sales event. Rival "Good Morning America" has scored its three largest margins of victory over "Today" since 1994 over the past three weeks.

Lauer said the show loves covering the news but not being the news. He spoke at a luncheon NBC News sponsored to hawk its wares to advertisers and people who buy commercial time.