Today: Top Show for the Week of March 23

NBC News’ Today maintained its position as the most-watched morning news program for the first quarter of 2026, leading both in total viewers and the Adults 25-54 demographic. According to data reported by Adweek, the program also ranked as the top show for the week of March 23, 2026.

For the first quarter of 2026, Today averaged 3.099 million total viewers and 633,000 viewers in the A25-54 demographic. This performance represents a growth of 8% in total viewers and 5% in the demographic compared to the fourth quarter of 2025.

When compared to the same quarterly period in 2025, Today saw a 15% increase in total viewers, although its performance in the A25-54 demographic decreased by 5%.

Comparative Network Performance

ABC’s Good Morning America (GMA) followed in the ratings for the first quarter of 2026. GMA averaged 2.929 million total viewers and 498,000 viewers in the A25-54 demographic.

Compared to the fourth quarter of 2025, GMA increased its total viewership by 5% and its demographic reach by 4%. In a year-over-year comparison to the first quarter of 2025, GMA recorded gains of 9% in total viewers and 6% in the A25-54 demographic.

In contrast, CBS News’ CBS Mornings experienced a decline across all measured categories. For the first quarter of 2026, the program averaged 1.762 million total viewers and 270,000 viewers in the A25-54 demographic.

Compared to the fourth quarter of 2025, CBS Mornings saw a decrease of 8% in total viewers and 9% in the A25-54 demographic. The decline was more pronounced when compared to the first quarter of 2025, with total viewers down 13% and the A25-54 demographic down 27%.

Content Drivers and Daytime Trends

Reporting indicates that significant news stories contributed to the quarter’s viewership. Among the primary drivers for Today was the ongoing coverage of the search for Nancy Guthrie, the mother of Savannah Guthrie, who went missing in January 2026.

Beyond the morning news block, other daytime network programming also saw strong performance during this period. The View ranked as the number one program in households and total viewers among all daytime network talk shows for both the first quarter of 2026 and the week of March 23, 2026.

• NBC’s Today: 3.099 million total viewers (Q1 2026)
• ABC’s GMA: 2.929 million total viewers (Q1 2026)
• CBS Mornings: 1.762 million total viewers (Q1 2026)