The Today show finishes February back in the U.S. and with its third consecutive monthly win. Originating from the final week of the Pyeongchang Winter Olympics, the NBC morning show came in first in both total viewers and the A25-54 demo, and was the only broadcast to see year-over-year growth: up +3 percent in viewers and up +2 percent in the demo.
Good Morning America was down -9 percent in viewers and down -11 percent in the demo while CBS This Morning was down -8 percent in viewers and down -18 percent in the demo vs. the same week last year.
Compared to the second week of the Sochi Winter Games (Feb. 17, 2014), NBC was down -25 percent in both viewers and the demo, which continues a trend of declining morning show viewership for the long dominant Today show and Good Morning America. Compared to that same week in 2014, GMA is down -25 percent in viewers and down -38 percent in the demo. CBS This Morning bucks the trend, seeing +9 percent viewer growth, but down -15 percent in the demo for that week during the Sochi games.
Due to Presidents’ Day on Monday, Feb. 19, Good Morning America and CBS This Morning were coded as specials and, therefore, excluded from the weekly averages.
The averages for the week of February 19, 2018:
- Total Viewers: NBC: 4.389M / ABC: 4.189M / CBS: 3.374M
- A25-54 viewers: NBC: 1.614M / ABC: 1.334M / CBS: 885,000
The averages for February, 2018:
- Total Viewers: NBC: 4.471M / ABC: 4.275M / CBS: 3.511M
- A25-54 viewers: NBC: 1.657M / ABC: 1.392M / CBS: 971,000