Observed Signal · May 27, 2026 · Ratings Report · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
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.
Routine weekly Nielsen TV ratings update; relevant to TV audience measurement and ad planning but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- NBC News’ Today averaged 2.99 million total viewers and 617,000 Adults 25-54 for the week of May 11, 2026 (Nielsen).
- Today was the only morning show with week-over-week growth in the A25-54 demo, rising +18% in that demo versus the previous week.
- ABC’s Good Morning America averaged 2.768 million total viewers and 453,000 A25-54 for the week of May 11, 2026.
- CBS Mornings averaged 1.736 million total viewers and 279,000 A25-54 for the week of May 11, 2026.
- Source: The Nielsen Company, NTI Live+SD (Big Data + Panel) measurements for week ending 5/11/26.
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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.
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.
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).
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