Morning Show Ratings: Week of August 28

By A.J. Katz 

Good Morning America remains the most-watched morning show, while Today remains No. 1 among adults 25-54.

Today rated only 4 days last week (Monday – Thursday). The program still would have won the key A25-54 demo if it rated all five, which Good Morning America and CBS This Morning did.

In addition to maintaining a consistent lead over Today in total viewers, GMA drew its largest total audience since May, and most adults 25-54 since April. The program also managed to cut the A25-54 margin versus Today from last year by +45 percent.

GMA posted audience declines versus the comparable week in 2016, -4 percent in total viewers and -5 percent in the news demo.

For the 88th consecutive week, NBC’s Today finished at the top of the morning show heap among adults 25-54, the advertiser-friendly demographic. The NBC morning show topped the ABC morning show this past week by +10.5 percent in the demo, and won Thursday across-the-board. Similar to GMA, Today also delivered its best weekly total viewer performance in four months.

The program was -4 percent in total viewers and -11 percent in the news demo versus the same week last year.

CBS This Morning remains in third place, but it was the only broadcast morning show to post year-over-year growth in total viewers (+2 percent). The program was -11 percent in the A25-54 demo from last year.

The numbers for the week of August 28, 2017:

  • Total Viewers: ABC:  4.319 M / NBC: 4.144 M / CBS:  3.520 M
  • A25-54 viewers: ABC: 1.400 M / NBC: 1.547 M / CBS:  928 k