Multiple morning show trends remained intact this past week: Good Morning America was the most-watched morning newscast, Today was No. 1 among adults 25-54, and all three of the network morning shows posted year-over-year losses among adults 25-54.
In addition to keeping its status as the No. 1 morning newscast in total audience, GMA posted its best adults 25-54 performance among adults 25-54 in seven months this past week (since the week of March 6, 2017). Additionally, GMA is increasing its total viewer lead over Today versus last season by +26 percent. That said, GMA posted -5 percent loss in total viewers and a -5 percent loss in the aforementioned demo versus the same week in 2016.
Despite GMA’s strong performance in the demo, Today once again remained No. 1 morning show in that key A25-54 demo for the 93rd consecutive week, (109 of the last 110 weeks), the show’s longest streak in more than five years. The program won Monday across-the-board, delivering its largest audience since Nov. 9, the morning after the election. But due to coverage of the Las Vegas shooting on Monday, Today was re-titled to “Today Show-TS,” and that telecast is excluded from the weekly averages. As a result Today’s weekly averages are based on 4 days (Tue-Fri).
Compared to its weekly average last year, Today was -9 percent in total viewers and -16 percent in the demo.
CBS This Morning was the only network morning show to post year-over-year total audience growth (+4 percent), but saw a double-digit decline in the A25-54 demographic (-10 percent).
The numbers for the week of Oct. 2, 2017:
- Total Viewers: ABC: 4.446 M / NBC: 4.119 M / CBS: 3.710 M
- A25-54 viewers: ABC: 1.477 M / NBC: 1.501 M / CBS: 994 k