The transitional week between 2025 and 2026 saw NBC News’ Today capture the top spot in both total viewers and the prized Adults 25-54 demo. However, ABC News’ Good Morning America was the only show to record week-to-week gains in either of the measured categories.
NOTE: Good Morning America was retitled on Monday (12/29/25) and Friday (01/02/26) to GMA-ABC. Today and CBS Mornings were retitled to Today-TS and CBS Morn on Friday. All three morning shows were coded as specials on Wednesday (12/31/25) and Thursday (01/01/26). These retitled telecasts are excluded from the weekly and season averages. ABC’s weekly averages are based on one day (Tuesday), while CBS’ and NBC’s weekly averages are based on two days (Monday and Tuesday).
According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.688 million total viewers and 467,000 viewers in the A25-54 demo for the week of December 29. Compared to the previous week, ABC News’ morning show was down by -1% in total viewers but up by +6% in the demo—it was the only morning show with gains in either of the measured categories. When looking at its performance to the same week in 2024 (measured with Nielsen’s panel data), GMA was up by +6% in total viewers and +9% in the demo.
Today led the way in total viewers and the demo with 2.836 million and 561,000 viewers, respectively, for the just-concluded week. The broadcast declined by -1% in total viewers and -6% in the A25-54 demo compared to the previous week. When compared to the same week in 2024 (panel data), Today was up +12% in total viewers but down -4% in the demo.
CBS Mornings had 1.661 million total viewers and 231,000 viewers in the A25-54 demo for the week of December 29. Compared to the previous week, CBS News’ morning show saw losses of -6% in total viewers and -17% in the demo. Versus the same week in 2024 (panel data), CBS Mornings was down -9% in total viewers and -30% in the demo.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,688,000 | 2,836,000 | 1,661,000 |
| • A25-54: | 467,000 | 561,000 | 231,000 |
4th Quarter 2025
NBC News’ Today was the most-watched morning show during the final quarter of 2025. Today surpassed ABC News’ Good Morning America in total viewers and the Adults 25-54 demo during the third quarter.
In the just-concluded quarter, Today overtook GMA by 87,000 total viewers.
Both Today and GMA posted across-the-board gains in the fourth quarter, but CBS News’ CBS Mornings was the only one to decline in both measured categories, losing viewers in the demo.
