Observed Signal · Feb 11, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
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.
Weekly Nielsen TV ratings provide audience and demo trends that inform TV ad buying and planning for broadcasters and advertisers, but this is routine, incremental industry data rather than a major structural change.
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Key Takeaways & Evidence Grounding
- NBC News’ Today averaged 3.318 million total viewers and 648,000 Adults 25-54 for the week of Feb. 2, 2026.
- ABC’s Good Morning America averaged 2.908 million total viewers and 495,000 Adults 25-54 for the same week.
- CBS Mornings averaged 1.843 million total viewers and 254,000 Adults 25-54 for the week of Feb. 2, 2026.
- Week-over-week: GMA was down -5% (total viewers) and -6% (A25-54); Today was up +7% (total viewers) and down -1% (A25-54); CBS Mornings was up +1% (total viewers) and down -11% (A25-54).
- Year-over-year: GMA was up +8% (total viewers) and +5% (A25-54) vs. same week in 2025; Today was up +23% (total viewers) and down -4% (A25-54) vs. same week in 2025; CBS Mornings declined -11% (total viewers) and -33% (A25-54) vs. the referenced prior-year period.
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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 Dominates Morning Ratings for Fourth Straight Week
NBC News’ Today was the No. 1 U.S. morning show for the fourth consecutive week in both total viewers and the Adults 25–54 demo for the week of Feb. 9, 2026, according to Nielsen live+same-day Big Data + Panel ratings. NBC’s Olympics coverage (Milano Cortina 2026) and sustained audience interest in the disappearance of Nancy Guthrie contributed to viewership. For the week, Today averaged 3.481 million total viewers and 697,000 A25–54 viewers; ABC’s Good Morning America averaged 2.906 million total and 475,000 A25–54; CBS Mornings averaged 1.694 million total and 238,000 A25–54. Week-over-week and year-over-year percentage changes for each program are reported in the Nielsen dataset cited.
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.
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