Backstories: The Katie Couric Effect

Many major moments mark the start of the new millennium. A domain going by twitter.com was registered. Outkast blessed us with “Ms. Jackson.” The first episode of Survivor aired. And news icon Katie Couric got a colonoscopy on the TODAY show.

Couric’s on-air procedure was inspired by the tragic loss of her first husband, who died of colorectal cancer in 1998 at the age of 42.

The spot (watch it here) is refreshingly unpolished, showing her chugging the preparatory beverages in what looks like the Today Show breakroom. At the hospital, she’s clearly nervous about discomfort, asking the doctor to confirm adequate levels of sedation.

Although sleepy (and silly) under sedation, Couric is able to talk through the whole experience, commenting on what she (and we) can see on a small monitor as the internal camera explores six feet of her colon.

And then it’s done, just like that. No polyps, no pain—no biggie.

When this segment aired in 2000, it sparked a conversation and helped normalize this procedure. Screening rates rose over 20% that year.

In 2018, Couric joined Jimmy Kimmel for his first colonoscopy on air. In 2025, Couric partnered with the Colorectal Cancer Alliance and Ryan Reynolds ’ Maximum Effort production company on a new PSA campaign that spoofed Sydney Sweeney's American Eagle ad.