Observed Signal · Apr 3, 2026 · Ratings Release · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
Today Tops Q1 2026 Morning Show Ratings
Nielsen data for Q1 2026 and the week of March 23 show NBC News’ Today as the most-watched U.S. morning show in both total viewers and the Adults 25–54 demo. For the quarter, Today averaged 3.099 million total viewers and 633,000 A25-54; ABC News’ Good Morning America (GMA) averaged 2.929 million and 498,000, while CBS Mornings averaged 1.762 million and 270,000. CBS Mornings was the only network to post declines across measured comparisons. Week-of-March-23 figures mirror the quarter trend: Today led with 3.061 million total viewers and 670,000 A25-54, GMA had 2.921 million and 508,000, and CBS Mornings had 1.791 million and 283,000. Coverage noted one prominent story during the period: the search for Nancy Guthrie, mother of journalist Savannah Guthrie. Source: Nielsen NTI National Live+Same-Day Big Data Plus Panel ratings.
Quarterly Nielsen ratings affect TV inventory valuation and media-planning decisions for advertisers and agencies but are routine measurement updates rather than industry-shifting developments.
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Key Takeaways & Evidence Grounding
- NBC News' Today averaged 3.099 million total viewers and 633,000 Adults 25–54 in Q1 2026 (Nielsen).
- ABC News' Good Morning America averaged 2.929 million total viewers and 498,000 Adults 25–54 in Q1 2026 (Nielsen).
- CBS Mornings averaged 1.762 million total viewers and 270,000 Adults 25–54 in Q1 2026 and was the only morning show to lose viewers across the quarter-to-quarter and year-over-year comparisons.
- For the week of March 23, 2026, Today averaged 3.061 million total viewers and 670,000 A25-54; GMA averaged 2.921 million and 508,000; CBS Mornings averaged 1.791 million and 283,000 (Nielsen).
- Source of the ratings: Nielsen, NTI Total Viewers, Adults 25–54, National Live + Same Day Big Data Plus Panel Program Ratings.
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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 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.
Q2 2026 Morning Show Ratings Released
Adweek published Nielsen national live+same-day Big Data + Panel ratings for the week of June 22, 2026 and the second quarter of 2026. NBC News' Today remained the most-watched morning broadcast in both total viewers and the Adults 25-54 demo for the week and quarter. For the week of June 22, Today averaged 2.965 million total viewers (628,000 A25-54), ABC's Good Morning America averaged 2.799 million (451,000 A25-54), and CBS Mornings averaged 1.656 million (253,000 A25-54). Quarter-to-date (Q2 2026) averages were Today 3.021 million/629,000 A25-54, GMA 2.843 million/470,000 A25-54, and CBS Mornings 1.754 million/284,000 A25-54. Year-over-year and week-over-week percentage changes are reported per Nielsen comparisons.
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