Observed Signal · Feb 26, 2026 · Audience Measurement · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
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.
Weekly Nielsen audience measurements inform advertisers and media buyers about morning-show audience sizes and demographic shifts affecting ad inventory and planning, but the update is routine and not industry-shifting.
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Key Takeaways & Evidence Grounding
- Today averaged 3.289 million total viewers and 637,000 Adults 25-54 for the week of Feb. 16, 2026.
- GMA averaged 2.952 million total viewers and 490,000 Adults 25-54 for the same week.
- CBS Mornings averaged 1.707 million total viewers and 272,000 Adults 25-54 for the week.
- Week-over-week changes: Today down -6% total viewers and -9% A25-54; GMA up +2% total and +3% A25-54; CBS Mornings up +1% total and +14% A25-54.
- Source: Nielsen national Live+Same Day Big Data Plus Panel program ratings; special/holiday telecasts were excluded from weekly and season averages.
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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 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 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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