Morning Show Ratings: November 2018 Sweeps

By A.J. Katz Comment

NBC’s Today show was No. 1 in the mornings across the board for the November 2018 sweeps period. Yes, that includes a No. 1 finish in total audience, ahead of CBS as well as its ABC counterparts.

That’s rare feat for the legendary morning program in recent years. In fact, it’s Today’s first November sweeps win in total viewers since 2011.

Despite the notable wins, Today, like its competitors, continues to post year-over-year audience losses. In November 2018, the program was -1 percent in total viewers and -5 percent among adults 25-54 vs. what it drew in the November 2017 sweep period. But those year-over-year losses actually aren’t that devastating, at least not compared to year-over-year losses for the most recent sweeps periods.

The No. 2 morning show for November 2018 sweeps, ABC’s Good Morning America was -5 percent in total viewers and -8 percent among adults 25-54 vs. its November 2017 delivery. Despite the year-over-year dropoff across the board, GMA remains the most-watched morning show for the 2018-’19 broadcast season to-date, to take the top spot at this point of the season for the 7th year in a row.

CBS This Morning had a poor November sweeps in the ratings department. Yes, numbers are up from 2012 launch, but they’re plummeting relative to 2017. CTM saw the most viewer loss in the key measurements: -18 percent in total viewers, and -14 percent in the key A25-54 demo vs. its November 2017 sweep delivery.

The weekday morning shows drew a combined 11.52 million total viewers in November 2018 sweeps, which is an -8 percent vs. November 2017 sweeps (12.47 million).

November 2018 sweep:

• Total Viewers:  4,152,000 4,191,000  3,179,000
• A25-54: 1,253,000 1,415,000 839,000




Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49. Sweeps based on Live+7/Most Current:  November 2018 Sweep (10/25 – 11/21/18), November 2017 Sweep (10/26 – 11/22/17) and July 2018 Sweep (6/28 – 7/25/18).   Sweep periods (November, February, May and July).  NOTE: Due to the digital transition, the 2009 February sweep was 3/5 – 4/1/09. Averages based on regular telecasts.