By Jen Heger - Breaking Celebrity News Assistant Managing Editor

Embattled Matt Lauer of NBC’s beleaguered TODAY, which has slipped significantly in the ratings since co-host Ann Curry was infamously sacked last summer, has been obsessively watching Good Morning America to understand why the rival ABC morning program continues to gain viewers at TODAY’s expense, Breaking Celebrity News is exclusively reporting.

"Matt has been obsessively watching Good Morning America, which he has recorded on his DVR on his television at his office. Matt watches because he just doesn't understand why GMA continues to beat the TODAY Show,” a source close to the situation exclusively tells Breaking Celebrity News.

"Matt pays particular attention to the chemistry of the cast and focuses more on the first hour of the show, which tends to focus more on news and hard hitting interviews. Matt thought that once Robin Roberts went on medical leave, TODAY would resume first place in the ratings race, but that hasn't happened, and he just doesn't understand why. Matt takes this very personally,"  the insider adds.

As we previously reported,  Lauer, 54, who earns a whopping $25 million a year, is at risk of being fired from TODAY if ratings don't improve by February.

"News executive Alexandra Wallace has told NBC bosses she will have to replace Matt if the ratings continue to tank