As was true for the evening newscasts, the Q2 2019 ratings battle between ABC and NBC in the mornings resulted in a split decision.
Good Morning America was the top morning show for the quarter in total viewers (3.92 million), though not by much.
Based on the most up-to-date data from Nielsen, GMA beat Today by +66,000 total viewers. That’s not a lot.
However, the ABC morning show has now averaged more total viewers than NBC and CBS in a second quarter for seven consecutive years (each Q2 since 2013).
GMA has won 26 of the last 28 quarters in total viewers – finishing behind Today’s Summer Olympics-fueled Q3 2016 and Winter Olympics-boosted Q2 2018.
NBC’s Today was the No. 1 morning show for Q2 2019 among adults 25-54, topping GMA and CBS This Morning for the 15th consecutive quarter, quadrupling its lead in the demo from last year, and averaging only 66,000 fewer total viewers than GMA.
How did ABC, NBC and CBS perform this past quarter when compared with Q2 2018?
ABC was -4% in total viewers, NBC was -2% in total viewers, while CBS This Morning was -6%. In the A25-54 demo, ABC was -9%, NBC was -7 and CBS -10% vs. Q2 of last year.
CBS revamped its morning show in the middle of the second quarter, and installed a new anchor team of Gayle King, Anthony Mason and Tony Dokoupil. The revamp and anchor switch has yet to pay off in the ratings department so far.
Numbers for Q2, 2019:
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 3,929,000 | 3,863,000 | 2,986,000 |
| • A25-54: | 1,117,000 | 1,238,000 | 745,000 |
The morning shows had a mediocre week ratings-wise; at least relative to last year.
GMA was remained the No. 1 morning newscast in total viewers (3.65 million) for the week of June 24, per most recent data from Nielsen, out-performing NBC’s Today by +135,000 total viewers.
The ABC morning show also earned a rare across the board win on Thursday, June 27 in all key target demos, leading the NBC morning in total viewers (+233,000 – 3.7 million vs. 3.47 million), and among adults 25-54 (+12,000 – 1.014 million vs. 1.002 million).
NBC’s Today show maintains its stranglehold on the No. 1 ranking among adults 25-54, the key demo for news advertisers. The week of June 24 win for Today marks 183 consecutive weeks that the show has finished at No. 1 in the key demo.
Compared to the same week in 2018, ABC was -6% in total viewers, NBC was -3% in total viewers, while CBS This Morning was -10%. In the A25-54 demo, ABC was -13%, NBC was -6% and CBS -18% vs. the comparable week last year.
Numbers for the week of June 24, 2019:
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 3,645,000 | 3,510,000 | 2,629,000 |
| • A25-54: | 965,000 | 1,068,000 | 597,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD, 2018-19 Current Week (w/o 6/24/19), and Year-Ago Week (w/o 6/25/18). Season to date: Most Current: 2018 -2019 Season (9/24/18 – 6/30/19) and 2017-2018 Season (9/25/18 – 7/1/18). Most Current – 2Q19: 4/1 – 6/30/19, – 2Q18: 4/2 – 7/1/18 and 1Q19: 12/31/18 – 3/31/19. Averages based on regular telecasts.