Observed Signal · Mar 4, 2026 · Ratings Report · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
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.
Weekly broadcast ratings are routine audience-measurement data that inform ad buys but do not represent industry-shifting changes.
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Key Takeaways & Evidence Grounding
- NBC News' Today was No.1 for the week of Feb. 23, 2026, averaging 3.23 million total viewers and 638,000 Adults 25-54.
- ABC News' Good Morning America averaged 3.137 million total viewers and 524,000 A25-54 and was the only morning show to grow week-to-week (+6% total, +7% demo).
- Good Morning America showed year-over-year gains versus the comparable week in 2025 (+17% total viewers, +13% A25-54); Today grew +19% in total viewers year-over-year but dropped -6% in the demo.
- CBS Mornings averaged 1.775 million total viewers and 255,000 A25-54; it was up +4% in total viewers week-to-week but declined -6% in A25-54 and showed double-digit declines versus the year-ago comparison cited.
- The conclusion of the Milano Cortina 2026 Olympics narrowed Today's lead to about 93,000 viewers; CBS and NBC retitled telecasts on Feb. 23 and those retitled broadcasts were excluded from weekly and season averages (CBS/NBC weekly averages based on Tue–Fri).
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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.
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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