GMA Pulls Ahead of Today in Demo

NBC News’ Today’s longtime perch at the top of the Adults 25-54 demo has come to an end as ABC News’ Good Morning America overtakes it, becoming America’s most-watched morning show for the week of July 21.

The last time GMA held the top spot in both measured categories was the week of August 7, 2023. GMA won the week in the advertiser-coveted demo by 7,000 viewers.

Today was also the only morning show to lose viewers across the board during the week.

According to live-plus-same-day data from Nielsen, GMA averaged 2.625 million total viewers and 481,000 viewers in the A25-54 demo for the week of July 21. Compared to the previous week, ABC News’ morning show was up +1% in total viewers and +8% in the demo. Looking at its performance to the same week in 2024 (week of July 22), GMA was down by -1% in total viewers and was flat in the demo. 

Today now occupies second place in both measured categories, with 2.297 million total viewers and 474,000 demo viewers for the just-concluded week. The broadcast saw losses of -5% in total viewers and -10% in the demo compared to the previous week. It lost its No. 1 placement in the demo by 7,000 viewers. Looking at how it performed during the same week in 2024, Today was down in total viewers by -12% and by -20% in the demo.

CBS Mornings had 1.8 million total viewers and 287,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was down -2% in total viewers but saw double-digit gains of +11% in the demo—the only network with positive double-digit movement in either of the measured categories. Compared to the same period in 2024, CBS Mornings experienced a -10% decline in total viewers and a -20% decline in the demo.