From Adweek · Mark Mwachiro · · 1m 30s
Today holds No. 1 into Labor Day
NBC's Today was the only morning show that didn't shed viewers heading into the long holiday weekend.
In brief
NBC's Today was the only morning show that didn't shed viewers heading into the long holiday weekend. Today won the week of Aug. 31 in both total viewers and the 25-54 demo, and was the only one of the three to avoid a week-over-week drop. Originally reported by Adweek.
Today wins the week
NBC's Today was the most-watched morning show in America for the week of August 31, leading both in total viewers and in adults 25-54.
“Today remained the most-watched morning show in America”
The only one that held
Today was the lone morning show that didn't lose viewers going into the Labor Day weekend. GMA slipped in both measures, and CBS Mornings only gained in the demo.
“Today was also the only morning news show not to lose viewers heading into the long Labor Day holiday weekend.”
A four-day week, asterisked
GMA and Today were retitled on Friday, Sept. 4, so those telecasts are excluded. The ABC and NBC averages cover Monday through Thursday only.
“These telecasts are excluded from the weekly and season averages.”
GMA slides on both counts
Good Morning America drew 2.717 million total viewers and 457,000 in the demo, down 2% and 11% from the prior week. Against 2025, it rose 5% in viewers but fell 5% in the demo.
Today's numbers, up year over year
Today posted 2.868 million total viewers and 628,000 in the demo. Flat week to week in viewers, up 2% in the demo, and up 10% and 1% against the same week in 2025.
CBS Mornings, down to two
Now a two-person broadcast, CBS Mornings had 1.601 million viewers and 270,000 in the demo. Down 11% and 13% from a year ago, the steepest year-over-year slide of the three.
What matters most
Today won the week of Aug. 31 in both total viewers and the 25-54 demo, and was the only one of the three to avoid a week-over-week drop.
