Observed Signal · Feb 25, 2026 · Ratings Report · Source: Adweek · Impact: 2/5 · Sentiment: Positive
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.
Weekly Nielsen audience measurements affect broadcast inventory valuation and planning for advertisers and media buyers but do not represent industry‑shifting technical or policy change.
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Key Takeaways & Evidence Grounding
- NBC News’ Today was the No. 1 morning show for four straight weeks in total viewers and Adults 25–54 for the week of Feb. 9, 2026.
- Nielsen reported Today averaged 3.481 million total viewers and 697,000 viewers in the A25–54 demo for the week of Feb. 9, 2026.
- ABC’s Good Morning America averaged 2.906 million total viewers and 475,000 A25–54 viewers for the same week.
- CBS Mornings averaged 1.694 million total viewers and 238,000 A25–54 viewers for the week of Feb. 9, 2026.
- The article cites week-over-week and year-over-year changes: Today was up +5% total and +8% demo vs. the previous week and up +30% total and +8% demo vs. the year-ago week; GMA was flat in total and -4% in the demo vs. the previous week and +6% total / -2% demo vs. the year-ago week; CBS Mornings declined -8% total and -6% demo vs. the previous week and was down -18% total and -33% demo vs. the year-ago week.
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Today Show Dominates Morning Ratings for Sixth Week
NBC News' Today remained the top U.S. morning show for the week of Feb. 23, 2026, leading in both total viewers and Adults 25-54, according to Nielsen national live+same-day Big Data+Panel ratings. Today averaged 3.23 million total viewers and 638,000 A25-54, while ABC News' Good Morning America averaged 3.137 million total and 524,000 A25-54 and was the only morning show to post week-over-week gains. The gap between Today and GMA narrowed following the conclusion of the Milano Cortina 2026 Olympics, with a difference of about 93,000 viewers. CBS Mornings averaged 1.775 million total viewers and 255,000 A25-54; its comparisons show mixed weekly and year-over-year changes. Nielsen data and a note that CBS and NBC retitled telecasts on Feb. 23 (excluded from weekly/season averages) were cited in the report.
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.
Today Show Holds Top Spot Despite Viewer Decline
For the week of Feb. 16, 2026, NBC's Today remained the top U.S. morning show in total viewers and the Adults 25-54 demo, aided by Milano Cortina 2026 Olympics coverage, despite recording week-over-week declines. ABC's Good Morning America (GMA) averaged 2.952 million total viewers and 490,000 A25-54 viewers, posting small week-over-week gains and a year-over-year total-viewer increase. Today averaged 3.289 million total viewers and 637,000 in A25-54 but fell -6% in total viewers and -9% in the demo versus the prior week. CBS Mornings averaged 1.707 million total viewers and 272,000 A25-54, registering +1% total and +14% demo growth week-to-week. Nielsen national live+same-day Big Data Plus Panel ratings are the cited source.
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