The morning television landscape is getting tighter. For the week of March 16, 2026, the competition between NBC News’ Today and ABC News’ Good Morning America for total viewership was remarkably close, with Today narrowly edging out its rival by just 25,000 viewers. This close finish underscores a shifting dynamic in morning news, as networks vie for audience attention in an increasingly fragmented media environment. The battle for viewers isn’t just about overall numbers, however; the key demographic of adults aged 25-54 remains a crucial factor for advertisers and network revenue.
The stakes are high. Morning shows serve as a crucial gateway for millions of Americans, setting the tone for the day with news, weather, and lifestyle segments. Advertisers pay a premium to reach this captive audience, making the ratings race a multi-billion dollar contest. Understanding the nuances of Nielsen ratings – and how they’re evolving – is key to understanding the current state of broadcast news. The shift towards “Big Data Plus Panel” measurements, as noted by Nielsen, reflects an attempt to capture a more complete picture of viewership beyond traditional methods.
GMA Gains Ground, But Today Holds Firm
Good Morning America demonstrated significant momentum during the week of March 16, averaging 2.964 million total viewers and 500,000 viewers in the advertiser-coveted 25-54 demographic, according to Nielsen’s national live+same-day big data plus program ratings. This represents a 4% increase in total viewers and an impressive 11% jump in the key demo compared to the previous week. Looking back to the same week in 2025 (March 17), GMA saw even larger gains, up 11% in total viewers and 8% in the 25-54 demo. However, despite this positive trend, GMA’s gains weren’t enough to overtake Today.
Today maintained its position as the most-watched morning show, attracting 2.989 million total viewers – a lead of just 25,000 over GMA. The NBC program too held a substantial advantage in the 25-54 demographic, with 655,000 viewers, more than 150,000 ahead of its competitor. Today experienced more modest growth, with a 2% increase in total viewers and a 3% rise in the demo compared to the previous week. Year-over-year, Today saw a more significant boost, up 15% in total viewers and 2% in the demo compared to March 17, 2025.
CBS Mornings Faces Challenges
While Today and GMA battle for the top spot, CBS Mornings continues to lag behind. The program averaged 1.713 million total viewers and 264,000 viewers in the 25-54 demo for the week of March 16. CBS News’ morning show experienced a slight 1% increase in total viewers, but saw a 3% decline in the 25-54 demo – the only morning show to experience a drop in that category during the week. The year-over-year comparison paints a more concerning picture for CBS Mornings, with a 15% decrease in total viewers and a substantial 32% decline in the 25-54 demo compared to the same week in 2025.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,964,000 | 2,989,000 | 1,713,000 |
| • A25-54: | 500,000 | 655,000 | 264,000 |
The Evolving Metrics of Morning News
The reliance on Nielsen ratings, while standard, is not without its complexities. The industry is constantly adapting to changing viewing habits, including the rise of streaming and on-demand content. Nielsen’s move to incorporate “Big Data Plus Panel” measurements is an attempt to address these shifts, combining traditional panel data with data from set-top boxes and other sources. However, the methodology has faced scrutiny, and understanding the nuances of these measurements is crucial for accurate interpretation. The comparison between 2025 and 2026 data, as Nielsen notes, is based on different measurement systems, adding another layer of complexity.
Beyond raw viewership numbers, networks are also closely monitoring engagement metrics, such as social media interactions and digital streaming views. These metrics provide a more holistic picture of audience reach and influence. The ability to attract and retain viewers across multiple platforms is becoming increasingly important for long-term success. The focus on the 25-54 demographic also reflects the preferences of advertisers, who are willing to pay a premium to reach this valuable consumer group. This demographic is often seen as having greater purchasing power and influence than other age groups.
The competition between Today, GMA, and CBS Mornings is likely to remain fierce in the coming months. Networks will continue to invest in talent, programming, and technology to attract and retain viewers. The next set of Nielsen ratings, expected in late March, will provide further insight into the evolving dynamics of the morning news landscape. Viewers can stay updated on the latest ratings information through Adweek’s TVNewser and directly from Nielsen.
Disclaimer: This article provides information about television ratings and should not be considered financial or investment advice. Ratings are subject to change and are influenced by various factors.
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