Morning Show Ratings: Nov. 2019 Sweeps

By A.J. Katz Comment

ABC was home to the most-watched morning show for the Nov. 2019 sweeps period, while NBC remained No. 1 in the mornings among adults 25-54.

This is a change from the Nov. 2018 sweeps, when NBC’s Today was the No. 1 morning show in all relevant measurements.

Good Morning America has won November sweeps in Total Viewers for 7 of the last 8 years, and marked its 4th consecutive sweeps win overall in Total Viewers since November 2012 and February 2019, respectively. GMA beat NBC’s Today by its largest overall viewer lead (+128,000) in 3 years – since November 2016.

In fact, GMA managed to post its closest November performance in the A25-54 demo in 5 years – since November 2014 (-101,000).

Nevertheless, NBC’s Today still managed to win its 18th consecutive sweep in the advertiser-preferred A25-54 demo. Today posted the most growth in the key demo, from the July sweep, increasing its lead over GMA by +115%.

Unsurprisingly, each of the three morning shows saw audience growth in November from July.

Compared with the Nov. 2018 sweeps period, GMA was -2% in total viewers, Today was -6% and CBS This Morning was -7%. Among the key A25-54 demo, GMA was -6%, Today was -9% and CBS This Morning was -8%.

Nov. 2019 sweep:

• Total Viewers: 4,074,000  3,946,000 2,958,000
• A25-54: 1,182,000 1,283,000 768,000




Source: The Nielsen Company, NTI Total Viewers, Adults 25-54. Sweeps based on Live+7/Most Current:  November 2019 Sweep (10/31 – 11/27/19), November 2018 Sweep (10/25 – 11/21/18).   NOTE: Due to the digital transition, the 2009 February sweep was 3/5 – 4/1/09. Averages based on regular telecasts.