Observed Signal · Mar 11, 2026 · Measurement Release · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
Today Show Dominates Morning Ratings, Sees Major Viewer Growth
Nielsen national live+same-day ratings for the week of March 2, 2026 show NBC News’ Today leading U.S. morning shows with 3.252 million total viewers and 660,000 Adults 25-54 viewers, extending its winning streak to seven consecutive weeks. ABC’s Good Morning America averaged 2.985 million total viewers and 496,000 in A25-54, registering a week-to-week decline of 5% but a year-over-year gain versus the same week in 2025. CBS Mornings averaged 1.775 million total viewers and 278,000 A25-54; its weekly average is based on three days due to retitled telecasts being excluded from averages. Nielsen’s Live+Same-Day Big Data Plus Panel measurement is cited as the source. The article notes retitled broadcasts (CBS Morn and Today TS) were excluded from weekly and season averages, and NBC’s weekly averages are based on four days (Tuesday–Friday).
Weekly Nielsen ratings affect advertiser planning and network performance benchmarking but represent routine audience measurement rather than industry-shifting change.
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Key Takeaways & Evidence Grounding
- NBC News’ Today averaged 3.252 million total viewers and 660,000 Adults 25-54 for the week of March 2, 2026.
- ABC News’ Good Morning America averaged 2.985 million total viewers and 496,000 Adults 25-54 for the same week.
- CBS Mornings averaged 1.775 million total viewers and 278,000 Adults 25-54; CBS’ weekly average is based on three days due to retitled telecasts being excluded.
- Today added 267,000 total viewers week-to-week and extended its lead to seven consecutive weekly wins.
- Source: Nielsen national Live+Same-Day Big Data Plus Panel program ratings (Nielsen / NTI).
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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.
Morning Show Ratings Drop: Today Leads, GMA Closes Gap
For the week of March 9, 2026, NBC News’ Today remained the most-watched U.S. morning newscast in total viewers and Adults 25-54, but all three major network morning shows — Today, ABC’s Good Morning America (GMA) and CBS Mornings — saw week-over-week declines. Nielsen national Live+Same Day Big Data Plus Panel ratings show Today averaged 2.918 million total viewers and 634,000 A25-54 viewers; GMA averaged 2.838 million and 452,000 in the demo; CBS Mornings averaged 1.688 million and 273,000. GMA was the only show with year-over-year gains (+12% total, +4% demo). CBS Mornings was retitled to “CBS Morn” on March 10, 2026, and that retitled telecast is excluded from the weekly and season averages (CBS’s weekly averages use four days).
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.
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