We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters.
All three morning shows approached Memorial Day weekend with positive momentum, posting week-to-week gains in total viewers and the adults 25-54 demo for the week of May 19.
It was a nice rebound, considering that all three programs were down in both of those measured categories the week prior.
NOTE: Today and CBS Mornings were retitled on Friday (05/23/25) to Today-TS and CBS Morn, respectively. These retitled telecasts are excluded from the weekly and season averages. NBC and CBS’ weekly averages are based on four days (Monday – Thursday).
According to live-plus-same-day data from Nielsen, GMA averaged 2.653 million total viewers and 451,000 A25-54 viewers. Compared to the previous week, ABC News’ flagship morning show was up +3% in total viewers and +6% in the demo. Looking at its performance alongside the same week in 2024 (the week of May 20), GMA was down -6% in the former category and -10% in the latter.
Today was the No. 2 morning show in total viewers, but remained No. 1 in the demo with 2.575 million and 601,000 viewers, respectively. NBC News’ morning show was up +3% in total viewers and +4% in the demo compared to the previous week. Year-to-year, Today was down -6% in the former category and -3% in the latter.
CBS Mornings had 2.014 million total viewers and 314,000 A25-54 viewers. Week-to-week, CBS News’ morning show grew +6% in the former category and +1% in the latter. Compared to 2024, the show declined -9% in total viewers and -30% in the demo—the steepest drop in the demo among the three morning broadcasts.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,653,000 | 2,575,000 | 2,014,000 |
| • A25-54: | 451,000 | 601,000 | 314,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live + SD Current Week (w/o 5/19/25), Previous Week (w/o 5/12/25) and Year-Ago Week (w/o 5/20/24). Most Current Data Stream: 2024-2025 Season (9/23/24 – 5/25/25) and 2023-2024 Season (9/25/23 – 5/26/24). Nielsen ratings for ABC, NBC and CBS include additional airings in select markets. Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.
