The total viewers race between NBC News’ Today and ABC News’ Good Morning America became even more competitive, as 25,000 total viewers separated the two morning broadcasts, with Today eking out the win for the week of March 16.
GMA’s good fortunes also extended into the advertiser-coveted Adults 25-54 demo, as it was the only morning show with double-digit growth. However, the show’s upswing in viewership did not make a dent in Today’s dominance in this category, as it maintained a healthy lead, with over 150,000 demo viewers separating the two shows.
According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.964 million total viewers and 500,000 viewers in the A25-54 demo for the week of March 16. Compared to the previous week, ABC News’ morning show was up by +4% in total viewers and +11% in the demo. Looking at its performance to the same week in 2025 (March 17), GMA was up by +11% in total viewers and +8% in the demo.
Today’s No. 1 position in the morning ratings was smaller in total viewers, as it took the top spot with 2.989 million, holding off GMA with 25,000 additional viewers. Meanwhile, NBC News’ morning show had 655,000 demo viewers. Today had gains of +2% in total viewers and +3% in the demo compared to the previous week. Looking at how it performed during the same week in 2025, Today was up by +15% in total viewers and +2% in the demo.
CBS Mornings had 1.713 million total viewers and 264,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show had a +1% lift in total viewers but was down by -3% in the A25-54 demo—the only morning show with viewership declines in either of the measured categories for the week. During the same period in 2025, CBS Mornings declined by -15% in total viewers and -32% in the demo.
*Please note that year-over-year comparisons are based on Nielsen Big Data+Panel (2025) vs. Panel (2025) measurements.
March 16, 2026
| ABC | NBC | CBS | |
| • Total Viewers: | 2,964,000 | 2,989,000 | 1,713,000 |
| • A25-54: | 500,000 | 655,000 | 264,000 |
Source: Nielsen, NTI Total Viewers, Adults 25-54, and Adults 18-49 National Live + Same Day Big Data Plus Panel Program Ratings.; Current Week (w/o 3/16/26), Previous Week (w/o 3/9/26) and Year-Ago Week (w/o 3/17/25). Season to date: Most Current Data Stream: 2025-2026 Season (9/22/25–3/22/26) and 2024-2025 Season (9/23/24–3/23/25). Season averages based on Big Data Plus Panel ratings start with the 2023-2024 season.
