From Adweek · Mark Mwachiro · · 2m
Today ends GMA's 14-year reign as top morning show
NBC News' Today captured the 2025-2026 season's top spot in total viewers, breaking ABC's long dominance of morning television.
In brief
NBC News' Today captured the 2025-2026 season's top spot in total viewers, breaking ABC's long dominance of morning television. Today won the total viewers race for the first time in 14 years while maintaining its 11-season lead in the advertiser-critical 25-54 demographic. Originally reported by Adweek.
Today breaks GMA's 14-year streak
NBC News' Today ended ABC News' Good Morning America's 14-year run as the number one morning news show, capturing the top spot in total viewers for the 2025-2026 season.
Today's strongest season in four years
This was Today's most-watched broadcast season in four years, and it continued to hold first place in the advertiser-coveted Adults 25-54 demo, a position it has held continuously for 11 seasons.
Today's numbers: 2.948 million viewers
Today averaged 2.948 million total viewers and 612,000 Adults 25-54 viewers for the season, growing 13% in total viewers but slipping 2% in the demo compared to 2024-2025.
GMA grew in both categories
Good Morning America was the only program to grow in both measured categories, posting 2.831 million total viewers and 477,000 A25-54 viewers, up 7% and 1% respectively year over year.
CBS Mornings lost ground across board
CBS Mornings finished with 1.77 million total viewers and 278,000 A25-54 viewers, down 9% in total viewers and 20% in the demo, making it the only broadcast with year-over-year losses in both measurements.
Q3 2026: Today leads, GMA closes gap
In the third quarter of 2026, Today remained most-watched with 2.804 million total viewers and 581,000 in the A25-54 demo, while Good Morning America narrowed the gap to just 45,000 viewers.
Summer news cycle dampened all ratings
The FIFA World Cup 2026, America's 250th Independence Day, and economic concerns dominated the news cycle, resulting in all three morning shows experiencing declines in both measured categories during Q3.
CBS Mornings only gainer week of Sept 14
For the week of September 14, CBS Mornings was the only telecast to grow in total viewers and the Adults 25-54 demo, posting 1.694 million viewers and 283,000 in the demo with gains of 3% and 15% respectively.
Norah O'Donnell returns to CBS Mornings
Norah O'Donnell rejoining CBS News' CBS Mornings may have contributed to the show's growth during the week of September 14, when it was the only morning broadcast to gain viewers in both categories.
In short
Today won the total viewers race for the first time in 14 years while maintaining its 11-season lead in the advertiser-critical 25-54 demographic.
