Observed Signal · Apr 29, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
GMA Shrinks Today's Demo Lead
For the week of April 20, 2026, NBC News’ Today remained the leader in total viewers and Adults 25-54 (A25-54) but ABC News’ Good Morning America closed the gap in the demo. Nielsen national Live+Same-Day Big Data + Panel ratings show Today averaged 2.996 million total viewers and 639,000 A25-54 viewers; GMA averaged 2.924 million total viewers and 508,000 A25-54 viewers; CBS Mornings averaged 1.756 million total viewers and 310,000 A25-54 viewers. Week-to-week, all three broadcasts registered positive movement in the A25-54 demo: GMA was +1% in total viewers and +5% in the demo, Today was flat in total viewers and +2% in the demo, and CBS Mornings was -2% in total viewers but +4% in the demo. Year-over-year comparisons versus the same week in 2025 show mixed results across the three programs. Source: Nielsen; report published by Adweek (April 29, 2026).
Weekly Nielsen ratings quantify linear TV audience size and demo performance, which inform advertiser buying and programming decisions; the item is relevant to media buyers and broadcasters but is not industry-shifting.
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Key Takeaways & Evidence Grounding
- Nielsen national Live+Same-Day Big Data + Panel reported week-of-April-20-2026 averages.
- NBC News’ Today: 2.996 million total viewers and 639,000 viewers in Adults 25-54 for the week of April 20, 2026.
- ABC News’ Good Morning America: 2.924 million total viewers and 508,000 viewers in Adults 25-54 for the week of April 20, 2026.
- CBS Mornings: 1.756 million total viewers and 310,000 viewers in Adults 25-54 for the week of April 20, 2026.
- Week-to-week changes: GMA +1% total viewers and +5% A25-54; Today flat total viewers and +2% A25-54; CBS Mornings -2% total viewers and +4% A25-54.
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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.
Today Tops Morning Ratings Week of March 30
For the week of March 30, 2026, NBC News’ Today remained the most-watched U.S. morning show, narrowly beating ABC’s Good Morning America in total viewers. Nielsen’s national Live+Same-Day Big Data+Panel ratings show Today averaged 2.963 million total viewers and 615,000 in Adults 25–54; GMA averaged 2.904 million total viewers and 475,000 in A25–54; CBS Mornings averaged 1.736 million and 268,000 in the demo. All three network morning shows declined versus the prior week. Year-over-year comparisons versus the same week in 2025 show Today up in total viewers (+13%) but down slightly in the demo (-2%), GMA up in total viewers (+5%) but down in the demo (-8%), and CBS Mornings down substantially in both total viewers (-12%) and the demo (-22%). Source: Nielsen Big Data+Panel (NTI) as reported by Adweek/TVNewser.
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