Today Has Gains in Demo
‘Today’ Reclaims Morning News Demo Crown as ‘GMA’ Ratings Dip
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Teh morning news battlefield saw a meaningful shift in the first week of August,with NBC’s Today regaining its lead in the key advertiser-coveted 25-54 demographic. This comes after a brief period where ABC’s Good Morning America held the top spot. But the story isn’t just about Today’s win – it’s about a broader trend of fluctuating viewership and year-over-year declines across the board.
‘Today’ Shows growth While Competitors Slide
Today didn’t just hold on to the demo lead; it extended it. The show stretched its advantage over GMA to over 100,000 demo viewers, a notable margin in a highly competitive landscape. What’s particularly impressive is that Today was the only broadcast morning news program to see an increase in viewership in either total viewers or the 25-54 demo during the week of August 4th.
This positive momentum is a welcome sign for NBC, especially considering the year-over-year challenges all morning shows are facing. While GMA remains the most-watched morning show in terms of total viewers, the demo is where advertisers focus, making Today’s win particularly significant.
The Numbers breakdown: Week of August 4th
According to live-plus-same-day data from Nielsen, here’s how the three major networks stacked up:
Good Morning america (ABC): 2.547 million total viewers, 434,000 viewers in the A25-54 demo. However, GMA experienced declines of -5% in total viewers and -8% in the demo compared to the previous week. Looking back to the same week in 2024 (August 5th), the drops were even more pronounced: -5% in total viewers and -10% in the demo.
Today (NBC): Finished first in the demo with 553,000 viewers, and second in total viewers with 2.379 million. Today saw a -2% dip in total viewers but a +3% increase in the demo compared to the previous week – a standout performance. Compared to the same week in 2024, Today also showed enhancement, decreasing -24% in total viewers and -27% in the demo. CBS Mornings: 1.784 million total viewers and 327,000 viewers in the A25-54 demo. CBS News’ morning show was down -3% in total viewers and -1% in the demo compared to the previous week. year-over-year, CBS Mornings experienced an -8% decline in total viewers and a -12% drop in the demo.
| | ABC | NBC | CBS |
|—————-|————-|————-|————-|
| • Total Viewers:| 2,547,000 | 2,379,000 | 1,784,000 |
| • A25-54: | 434,000 | 553,000 | 327,000 |
What’s Driving the Shifts?
The consistent year-over-year declines across all three networks point to a changing media landscape. More people are getting their news from digital sources, streaming services, and social media. This fragmentation of viewership is a major challenge for conventional broadcast networks.
However, the fact that Today managed to buck the trend and increase its demo viewership suggests that strategic programming and a strong connection with its target audience can still make a difference. It’s likely that Today’s* recent success is due to a combination of factors, including compelling interviews, relevant lifestyle segments, and a chemistry between its hosts that resonates with viewers.
It’s a tough surroundings out there, and these numbers show that staying ahead requires constant adaptation and a