NBC is currently on a hot streak in the mornings. Today has been the No. 1 morning show among adults 25-54 for a long time, yet has finished No. 2 behind Good Morning America in recent seasons when it comes to total audience.
That might be starting to change.
Not only was Today the No. 1 morning show last week among adults 25-54 (154 consecutive weeks at No.1 in that category) but it was also No. 1 in total viewers. The long-running NBC morning show has now finished No. 1 in morning TV across the board for won seven consecutive weeks now, and is now starting to threaten Good Morning America as the No. 1 morning show across the board for the broadcast season to-date. Today is posting its closest total viewer margin vs. GMA in 7 years.
Despite all of that good news, Today is still posting year-over-year audience losses. The program was -7 percent in total viewers, and -11 percent in the demo vs. the comparable week in 2017, when morning show viewers still were buzzing about the departure of Matt Lauer and the new anchor team of Savannah Guthrie and Hoda Kotb.
GMA still hasn’t lost its grip on No. 1 ranking in total viewers for the broadcast season to-date, and has been No. 1 in the mornings among total viewers for 7 consecutive years. The broadcast also drew its largest A25-54 demo audience in 2 months this past week.
Compared to the same week last year, GMA’s losses were less severe than those of Today. The program was just -3 percent in total viewers, and -3 percent in the A25-54 demo.
Lastly, CBS This Morning was -9 percent in total viewers, and -6 percent in the key A25-54 demo vs. the comparable week in 2017.
Note: Due to coverage of the funeral of President George H.W. Bush on Wednesday (12/5/18), “Good Morning America” was retitled to Good Morning, Amer,“ “Today” was retitled to “Today-TS,” while “CBS This Morning” was coded as a breakout. In addition, “CBS This Morning” was coded as a breakout on Monday (12/3/18) for a CBS News Special Report on George Bush. On Friday (12/4/18), “Today” was retitled to “Today-TS” due to President’s Trump remarks. These telecasts are excluded from the weekly averages. ABC’s averages are based on four days (Monday, Tuesday, Thursday and Friday), NBC’s weekly averages are based on three days (Monday, Tuesday and Thursday) and CBS’ weekly averages are based on three days (Tuesday, Thursday and Friday).
The averages for the week of Dec. 3, 2018:
| Network | ABC | NBC | CBS |
|---|---|---|---|
| • Total Viewers: | 4,234,000 | 4,240,000 | |
| • A25-54: | 1,457,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD weeks of 12/3/18, and 12/4/17. Most Current: 2018 -2019 Season (9/24 – 12/9/18) and 2017-2018 Season (9/25 – 12/10/17). Averages based on regular telecasts.