Observed Signal · Jul 15, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
GMA Reclaims Total Viewers Lead in Week of July 6
From July through August 2026, Nielsen live+same-day Big Data Plus Panel ratings showed leadership trading between ABC's Good Morning America and NBC's Today, with CBS Mornings consistently third. GMA snapped Today's streak on July 6 and led through mid-July, while Today regained the top spot in late July and early August. GMA retook No. 1 on Aug. 10, but Today reclaimed it on Aug. 17 and held it through Aug. 24, with strong demo gains. For the week of Aug. 31, Today remained the most-watched morning show with 2.868M total viewers and 628K A25-54, the only program to avoid losses in at least one category. GMA declined 2% in viewers and 11% in demo, while CBS Mornings gained 3% in demo but lost 3% in viewers. All data reflects national live+same-day ratings, adjusted for September 4 retitles.
Weekly Nielsen ratings affect advertiser planning and network positioning but represent routine audience measurement rather than industry-shifting change.
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Key Takeaways & Evidence Grounding
- GMA led weeks of Jul 6, Jul 13, and Aug 10; Today led Jul 20, Jul 27, Aug 3, Aug 17, Aug 24, and Aug 31.
- Week of Aug 17: Today averaged 2.818M total viewers and 582K A25-54; GMA 2.738M/440K; CBS Mornings 1.602M/258K.
- Week of Aug 24: Today led with 2.863M/617K; GMA 2.761M/516K (up 17% demo); CBS Mornings 1.652M/263K.
- Week of Aug 31: Today 2.868M/628K; GMA 2.717M/457K (down 2%/11%); CBS Mornings 1.601M/270K (down 3% viewers, up 3% demo).
- Ratings are based on national live+same-day big data plus panel; CBS Mornings declined versus 2025, while Today and GMA grew.
Connected Companies & Entities
10 Entities mapped“According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.809 million total viewers and 416,000 viewers in...”
“ABC News’ Good Morning America snapped NBC News’ Today’s 24-week win streak, becoming the most-watched morning news program in total viewers...”
“CBS Mornings had 1.617 million total viewers and 253,000 viewers in the prized demo for the week of July 6....”
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Morning Ratings Week of June 1: GMA and Today Rise
Nielsen national live+same-day Big Data+Panel ratings for the week of June 1, 2026 show ABC’s Good Morning America (GMA) and NBC’s Today gained week‑over‑week and versus year‑ago levels, while CBS Mornings lost total viewers week‑over‑week. Today remained the leader in total viewers and Adults 25‑54. For the week, GMA averaged 2.702 million total viewers and 470,000 A25‑54; Today averaged 2.978 million total viewers and 640,000 A25‑54; CBS Mornings averaged 1.693 million total viewers and 285,000 A25‑54. Week‑over‑week and year‑over‑year percentage changes were reported by show in the article.
Morning News Ratings: Today Narrows Lead Over GMA
Adweek reported Nielsen national live+same-day Big Data Plus Panel ratings for the week of April 27, 2026. NBC News’ Today led in total viewers (3.014 million) and Adults 25-54 (597,000), but its advantage over ABC News’ Good Morning America (GMA) narrowed to 56,000 total viewers. GMA averaged 2.961 million total viewers and 475,000 in A25-54. CBS Mornings had 1.815 million total viewers and 298,000 in A25-54. All three network morning shows grew week-to-week in total viewers but posted week-to-week declines in the A25-54 demo. Year-over-year comparisons showed Today and GMA up in total viewers versus the same week in 2025, while CBS Mornings declined. Retitled telecasts during the week were excluded from weekly and season averages.
Today Edges Out GMA by 25,000 Viewers
For the week of March 16, 2026, NBC News’ Today narrowly beat ABC News’ Good Morning America (GMA) in total viewers, leading by 25,000 viewers. Nielsen national Live+Same-Day Big Data Plus Panel ratings show Today averaged 2.989 million total viewers and 655,000 Adults 25–54 (A25-54); GMA averaged 2.964 million total viewers and 500,000 A25-54. GMA recorded the only double-digit week-over-week demo gain (+11% in A25-54) and was up +4% in total viewers versus the prior week. Today was up +2% in total viewers and +3% in the demo week-over-week. CBS Mornings averaged 1.713 million total viewers and 264,000 A25-54, rising +1% in total viewers but falling -3% in the demo versus the previous week; CBS is down significantly year-over-year. Nielsen noted year-over-year comparisons use Big Data+Panel vs. Panel measurements.
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