ABC, NBC and CBS all posted year-over-year audience losses in the mornings during what was a holiday-shortened week.
Good Morning America was the most-watched morning show for the week of July 3, and was able to build its total viewer advantage over rival Today from the same week last year by +12 percent (+207,000 viewers). That said, GMA was -10 percent in total viewers and -16 percent among Adults 25-54 versus the comparable week in 2016 (week beginning July 4th).
NBC’s Today was the No. 1 morning show of the week in the advertiser-friendly A25-54 demographic. Today has now held the No. 1 ranking in this category for 80 consecutive weeks. NBC’s morning show also managed to win Friday across-the-board, when the program celebrated #Savannahversary (Savannah Guthrie‘s 5-year anniversary on Today).
On the downside, Today was -17 percent in the demo from the comparable week last year, and -11 percent in total viewers.
CBS This Morning remains stuck in third place. The program was -7 percent in total viewers, and -21 percent in the news demo from last year.
*Note: Due to the Independence Day holiday, all three morning shows were Nielsen-rated for 3 days (Wed-Fri). The shows were rated for 4 days the same week in 2016.
The averages for the week of July 3, 2017:
Total Viewers: ABC: 3.837 M / NBC: 3.605 M / CBS: 3.101 M
A25-54 viewers: ABC: 1.171 M / NBC: 1.269 M / CBS: 750 k