From Adweek · Mark Mwachiro · · 1m 40s
Today still leads morning news despite losing viewers
NBC's Today maintains its ratings crown while ABC's GMA closes the gap after Labor Day.
In brief
NBC's Today maintains its ratings crown while ABC's GMA closes the gap after Labor Day. Today remains America's most-watched morning show, but its lead over GMA has shrunk to just 92,000 viewers as the competitive landscape tightens. Originally reported by Adweek.
Today holds top spot despite losses
NBC's Today averaged 2.834 million total viewers and 598,000 in the adults 25-54 demo for the week of September 7, maintaining its number one position despite losing viewers in both categories.
GMA closes the gap with growth
ABC's Good Morning America was the only morning show to gain viewers, averaging 2.742 million total viewers and 488,000 in the demo, shrinking Today's lead to just 92,000 viewers.
GMA up week-over-week and year-over-year
Good Morning America grew one percent in total viewers and seven percent in the demo compared to the previous week, and was up two percent in total viewers versus the same week in 2025.
Today down week-to-week but strong year-over-year
Today declined one percent in total viewers and five percent in the demo from the previous week, but showed strength against 2025 with an eleven percent gain in total viewers and four percent in the demo.
CBS Mornings sees mixed results
CBS Mornings averaged 1.64 million total viewers and 247,000 in the demo, up two percent in total viewers but down nine percent in the demo from the previous week, with Norah O'Donnell's return generating viewer interest.
CBS Mornings struggles in year-over-year comparison
CBS Mornings was down ten percent in total viewers and down twenty one percent in the demo compared to the same week in 2025, showing significant year-over-year decline.
What it means
Today remains America's most-watched morning show, but its lead over GMA has shrunk to just 92,000 viewers as the competitive landscape tightens.
