Observed Signal · Apr 17, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Savannah Guthrie's Return Boosts 'Today' Ratings
Savannah Guthrie’s return to Today after a two-month absence helped NBC’s morning show lead U.S. broadcast morning ratings for the week of April 6, 2026. Nielsen’s national live+same-day Big Data + Panel ratings show Today averaged 3.139 million total viewers and 630,000 viewers in Adults 25–54, marking week‑over‑week gains (+6% total viewers, +2% A25‑54) and year‑over‑year increases (+21% total viewers, +2% A25‑54). ABC’s Good Morning America averaged 2.898 million total viewers and 493,000 A25‑54 (flat week‑to‑week in total viewers; +4% in A25‑54; +6% total viewers vs. same week 2025). CBS Mornings averaged 1.74 million total viewers and 251,000 A25‑54, flat week‑to‑week in total viewers but down −6% in A25‑54 and down year‑over‑year (−5% total, −21% A25‑54). Source: Adweek/TVNewser summary of Nielsen Big Data + Panel ratings.
Nielsen-rated audience shifts affect linear TV ad inventory value and media-planning decisions; a viewership bump around a high-profile host return can influence morning ad buys and advertiser allocation.
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Key Takeaways & Evidence Grounding
- Nielsen (National Live + Same Day Big Data + Panel) reported week of April 6, 2026 ratings.
- Today (NBC) averaged 3.139 million total viewers and 630,000 Adults 25–54.
- Good Morning America (ABC) averaged 2.898 million total viewers and 493,000 Adults 25–54.
- CBS Mornings averaged 1.74 million total viewers and 251,000 Adults 25–54.
- Week‑over‑week: Today up +6% total viewers and +2% A25‑54; GMA flat total / +4% A25‑54; CBS Mornings flat total / −6% A25‑54.
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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.
Today Show Dominates Morning Ratings, Sees Major Viewer Growth
Nielsen national live+same-day ratings for the week of March 2, 2026 show NBC News’ Today leading U.S. morning shows with 3.252 million total viewers and 660,000 Adults 25-54 viewers, extending its winning streak to seven consecutive weeks. ABC’s Good Morning America averaged 2.985 million total viewers and 496,000 in A25-54, registering a week-to-week decline of 5% but a year-over-year gain versus the same week in 2025. CBS Mornings averaged 1.775 million total viewers and 278,000 A25-54; its weekly average is based on three days due to retitled telecasts being excluded from averages. Nielsen’s Live+Same-Day Big Data Plus Panel measurement is cited as the source. The article notes retitled broadcasts (CBS Morn and Today TS) were excluded from weekly and season averages, and NBC’s weekly averages are based on four days (Tuesday–Friday).
Today Show Dominates Morning Ratings Despite Minor Declines
NBC News’ Today was the No. 1 U.S. morning show for the week of Feb. 2, 2026, leading in both total viewers and the Adults 25-54 demo, according to Nielsen National Live+Same Day Big Data Plus Panel ratings. Today averaged 3.318 million total viewers and 648,000 A25-54 viewers, marking its third consecutive week as the top show in total viewers. ABC’s Good Morning America (GMA) averaged 2.908 million total viewers and 495,000 A25-54, while CBS Mornings averaged 1.843 million total viewers and 254,000 A25-54. Week-over-week and year-over-year changes varied: GMA saw weekly declines but year-over-year gains, Today rose in total viewers year-over-year, and CBS experienced notable demo declines. Coverage of the disappearance of Savannah Guthrie’s mother, Nancy Guthrie, was cited as a focus across broadcast morning shows.
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