Broadcast Season Starts Today on Top
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NBC’s ‘Today’ Tops ‘Good Morning America’ in Viewership for Week of September 22,2025
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The 2025-2026 broadcast season began with a viewership win for NBC’s Today,marking the first week of ratings measured using Nielsen’s new big data panel.
Viewership Numbers: ‘Today’ Gains Ground
For the week of September 22, 2025, NBC News’ Today program secured the top spot in total viewership and among adults aged 25-54, surpassing ABC News’ Good Morning America. Today gained 94,000 additional viewers,contributing to its overall lead. However, the gap in the key 25-54 demographic narrowed as Good Morning America experienced some growth.
While Today and CBS News’ CBS Morning both saw increases in total viewers, Good Morning America was the sole morning newscast to demonstrate gains within the 25-54 demographic.
Nielsen’s New Measurement System
this ratings period was notable as it represented the inaugural week of implementation for Nielsen’s big data and panel national TV ratings. This new system combines traditional panel measurement with data collected from 45 million households and 75 million devices via cable, satellite set-top boxes, and smart TVs.
The integration of this broader data set aims to provide a more comprehensive and accurate reflection of television viewership in an increasingly fragmented media landscape.
Comparative Viewership Data (September 22,2025 Week)
| Morning Show | Total Viewers (Change) | Adults 25-54 (Change) |
|---|---|---|
| NBC’s Today | [Data to be added – source Nielsen] | [Data to be added – source Nielsen] |
| ABC’s Good morning America | [Data to be added – source Nielsen] | [Data to be added – source Nielsen] |
| CBS’ CBS Morning | [Data to be added – source Nielsen] | [Data to be added – source Nielsen] |
Note: Specific viewership numbers will be updated as Nielsen releases official data for the week of September 22,2025.