May Sweeps: ABC and NBC Earn a Split Decision in the Mornings

By A.J. Katz Comment

ABC’s Good Morning America was the top morning show for May 2017 sweeps period in total viewers, while NBC’s Today continued to reign supreme among the A25-54 demo. CBS This Morning remains in third place.

GMA delivered yet another first place finish in the morning show ratings race among total viewers. That said, the program was -11 percent from its May 2016 sweeps performance. The program lost even more viewers from the demo, -16 percent from its year-ago May sweeps average.

Today was the No. 1 morning show among viewers from the key A25-54 demo for the 8th consecutive sweeps period. The program has also now spent 73 straight weeks at the top of the morning show heap in the demo. Despite its demo win, NBC’s morning show was -14 percent from its May 2016 average, and -12 percent in total viewers versus last May.

CBS This Morning finished in third place across the board. After being the sole broadcast morning show to post audience growth in May 2016 versus May 2015, CTM came back to earth in May 2017, -5 percent in total viewers and -11 percent in the news demo from May of last year.

Similar to its evening newscast counterparts, the broadcast morning shows are struggling to capture viewers compared to last year.

The averages for May Sweeps 2017:

  • Total Viewers: ABC: 4.324M / NBC: 4.128M  / CBS: 3.581M
  • A25-54 viewers: ABC:  1.337M / NBC: 1.534M  / CBS: 982k