Observed Signal · Mar 26, 2026 · Ratings Report · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
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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Key Takeaways & Evidence Grounding
- Today averaged 2.989 million total viewers and 655,000 Adults 25-54 for the week of March 16, 2026 (Nielsen).
- Good Morning America averaged 2.964 million total viewers and 500,000 Adults 25-54; GMA led week-over-week demo growth (+11%) and was up +4% in total viewers versus the prior week.
- Today led GMA by 25,000 total viewers for the week and was up +2% in total viewers and +3% in the A25-54 demo versus the previous week.
- CBS Mornings averaged 1.713 million total viewers and 264,000 A25-54; it was +1% in total viewers but -3% in the demo versus the previous week and down -15% total / -32% demo year-over-year.
- Source: Nielsen National Live + Same Day Big Data Plus Panel program ratings; week of March 16, 2026.
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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.
Today Show Tops Morning Ratings Despite Yearly Demo Decline
NBC News' Today was the most-watched U.S. morning broadcast for the week of Jan. 26, 2026, narrowly beating ABC News' Good Morning America in total viewers. According to Nielsen national live+same-day Big Data + Panel ratings, Today averaged 3.095 million total viewers and 652,000 viewers in Adults 25–54, while GMA averaged 3.065 million total viewers and 527,000 in the demo. CBS Mornings averaged 1.833 million total viewers and 285,000 in A25–54. Week-over-week and year-over-year percentage changes were reported: GMA rose vs. the prior week and vs. the year-ago week, Today also grew vs. the prior week and year-ago in total viewers but declined in the demo year-over-year, and CBS Mornings showed declines versus the previous week and year-ago comparisons. Nielsen/NTI is cited as the data source.
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.
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