Observed Signal · Jun 4, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
May 25 Morning News Ratings: Today Gains in Demo
Nielsen national Live+Same-Day Big Data+Panel ratings for the week of May 25, 2026 show NBC News’ Today remaining No. 1 in total viewers and Adults 25–54, with 2.95 million total viewers and 597,000 in A25-54. ABC News’ Good Morning America averaged 2.678 million total viewers and 425,000 A25-54, while CBS News’ CBS Mornings had 1.757 million total and 282,000 A25-54. All three programs recorded week-to-week declines in total viewers (Today -1%, GMA -2%, CBS Mornings -7%), but Today was the only program to post week-over-week growth in the A25-54 demo (+6%). Monday (5/25/26) Memorial Day telecasts were coded as specials and excluded from weekly and season averages; weekly averages are based on Tuesday–Friday.
Weekly Nielsen ratings influence TV ad buys and audience planning for broadcasters and advertisers, but this specific weekly fluctuation is incremental rather than industry-shifting.
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Key Takeaways & Evidence Grounding
- Nielsen national Live+Same-Day Big Data+Panel ratings reported for week of May 25, 2026.
- NBC News’ Today: 2,950,000 total viewers and 597,000 Adults 25-54; week-over-week: -1% total, +6% A25-54.
- ABC News’ Good Morning America: 2,678,000 total viewers and 425,000 Adults 25-54; week-over-week: -2% total, -3% A25-54.
- CBS News’ CBS Mornings: 1,757,000 total viewers and 282,000 Adults 25-54; week-over-week: -7% total, -12% A25-54.
- Monday (05/25/26) Memorial Day telecasts were coded as specials and excluded from weekly and season averages; weekly averages based on four days (Tuesday–Friday).
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Today Grows in Adults 25-54 Demo
For the week of May 11, 2026, NBC News’ Today was the only U.S. network morning show to post growth in the Adults 25-54 demo, recording double-digit gains while seeing a small week-to-week decline in total viewers. Nielsen’s live+same-day Big Data + Panel ratings show Today averaged 2.99 million total viewers and 617,000 in A25-54 (up 18% in the demo vs. the prior week; total viewers -2% vs. prior week, +20% vs. the year-ago week). ABC’s Good Morning America averaged 2.768 million total viewers and 453,000 A25-54 (down vs. prior week but up vs. year-ago), and CBS Mornings averaged 1.736 million total viewers and 279,000 A25-54. The figures are sourced to The Nielsen Company’s NTI Live+SD data for the week ending May 11, 2026.
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.
April 13 Morning News Ratings: Today Leads, CBS Grows
Nielsen’s national live+same-day Big Data+Panel ratings for the week of April 13, 2026 show NBC News’ Today remained the most-watched morning show, averaging 3.002 million total viewers and 629,000 Adults 25-54. ABC’s Good Morning America (GMA) averaged 2.885 million total viewers and 483,000 in A25-54. CBS Mornings recorded 1.797 million total viewers and 299,000 in A25-54 and was the only major morning show to post week‑over‑week gains (+3% total viewers, +19% A25-54). Year-over-year comparisons versus the same week in 2025 showed Today up (+21% total, +9% demo), GMA up (+9% total, +7% demo), and CBS down (-27% total, -26% demo). The article notes Hoda Kotb filled in for Craig Melvin, reuniting with Savannah Guthrie on Today and helping keep the program above 3 million viewers.
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