NBC News’ Today continued to be the most-watched morning show in America in total viewers and the Adults 25-54 demo despite being the only broadcast to lose viewers in both measured categories for the week of September 7.
As a result, Today’s loss shrank the viewership gap between it and ABC News’ Good Morning America in total viewers to under 100,000. GMA was the sole program to finish the week following the Labor Day holiday weekend up in both measurements.
Meanwhile, some curious viewers were interested in the return of Norah O’Donnell to CBS News’ CBS Mornings, which registered an uptick in total viewers for the just-concluded week.
NOTE: All three morning shows were retitled as specials on Monday (09/07/26). In addition, the three broadcasts were coded as a breakout of Friday (09/11/2026). These specialed and breakout telecasts are excluded from the weekly and season averages. ABC News, NBC News, and CBS News’ weekly averages are based on three days (Tuesday to Thursday).
According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.742 million total viewers and 488,000 viewers in the A25-54 demo for the week of Sept. 7. Compared to the previous week, ABC News’ morning show was up +1% in total viewers and +7% in the demo. When looking at how it performed in the same week in 2025, GMA grew +2% in total viewers and was flat in the demo.
Today finished in the No. 1 spot in total viewers and the demo with 2.834 million and 598,000 viewers, respectively, for the week that just ended. Today was down -1% in total viewers and -5% in the A25-54 demo compared to the previous week. Its lead over GMA shrank to 92,000 total viewers. When put up against the same week in 2025, Today was up +11% in total viewers and +4% in the demo.
CBS Mornings had 1.64 million total viewers and 247,000 viewers in the demo for the week of Sept. 7. Compared with the previous week, CBS News’ morning show grew by +2% in total viewers but declined by -9% in the demo. Versus the same week in 2025, CBS Mornings was down -10% in total viewers and -21% in the demo.
*Please note that year-over-year comparisons are based on Nielsen Big Data+Panel (2026) vs. Panel (2025) measurements.
September 7, 2026 (Nielsen Big Data + Panel):
| ABC | NBC | CBS | |
| • Total Viewers: | 2,742,000 | 2,834,000 | 1,640,000 |
| • A25-54: | 488,000 | 598,000 | 247,000 |
