NBC News’ Today has made it two weeks in a row as America’s No. 1 morning show, pushing off a strong challenge from ABC News’ Good Morning America.
For the week of September 29, Today’s claim to the top spot was aided by 33,000 additional total viewers, while in the Adults 25-54 demo, it maintained its first-place position with the help of 76,000 more viewers.
However, all three morning shows saw declines in the advertiser-coveted demo, despite posting week-to-week gains in total viewers.
According to national live+same-day big data plus program ratings from Nielsen, GMA averaged 2.666 million total viewers and 469,000 viewers in the A25-54 demo for the week of September 29. Compared to the previous weekABC News’ morning show increased in total viewers by +3% but decreased by -6% in the demo. Looking at its performance to the same week in 2024 (September 30), GMA was up by +2% in total viewers and by +3% in the demo.
Today continued its first-place reign in the demo with 545,000 viewers, and it was the No. 1 network in total viewers with 2.699 million viewers for the just-concluded week. The broadcast experienced a growth of +1% in total viewers but a decline of -5% in the demo compared to the previous week. Looking at how it performed during the same week in 2024Today was up by +5% in total viewers but down -19% in the demo.
Finally, CBS Mornings had 1.890 million total viewers and 283,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was up +2% in total viewers but down -4% in the A25-54 demo. During the same period in 2024, CBS Mornings experienced a -5% decline in total viewers and a -25% decline in the demo.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,666,000 | 2,699,000 | 1,890,000 |
| • A25-54: | 469,000 | 545,000 | 283,000 |
Source: Nielsen, NTI Total Viewers, Adults 25-54, and Adults 18-49 National Live + Same Day Big Data Plus Panel Program Ratings.; Current Week (w/o 9/29/25), Previous Week (w/o 9/22/25) and Year-Ago Week (w/o 9/30/24). Season to date: Most Current Data Stream: 2025-2026 Season (9/22 – 10/5/25) and 2024-2025 Season (9/23 – 10/6/24).
