As has often been the case in recent years, the morning show weekly ratings race ended with a split decision. ABC’s Good Morning America averaged the largest total audience, while NBC’s Today show averaged the most adults 25-54 during the week of July 29.
Not only did GMA outdeliver its NBC rival by six digits, but it finished the week unusually close today in the demo, as only 2,000 A25-54 viewers separated the two programs. In fact, it was GMA’s closest adults 25-54 performance with Today show since the week of Dec. 21, 2015.
Season to date, GMA is the No. 1 morning newscast in total viewers for the 7th consecutive year after finishing as the No. 1 morning show in the measurement for the last six seasons.
While GMA gave Today a run for its money in the demo, Today still did finish the week No. 1 in the key measurement. Not only was the NBC morning show No.1 among adults 25-54 for the week, but it was also No. 1 for July sweep among adults 25-54. Today has now won the key demo for 188 consecutive weeks and 17 consecutive sweeps periods. No other morning news show has been No. 1 in that advertiser-friendly demo for as long a streak. Additionally, Today won in total viewers last Monday and Friday.
Compared to the same week in 2018, GMA was -5% in total viewers, Today was -2% in total viewers, while CBS This Morning was -12%. In the A25-54 demo, GMA was -4%, Today -12% and CTM was -11% vs. the comparable week last year.
Numbers for the week of July 29:
|• Total Viewers:||3,582,000||3,459,000||2,567,000|
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD, 2018-19 Current Week (w/o 7/29/19), Previous Week (w/o 7/22/19) and Year-Ago Week (w/o 7/30/18). Season to date: Most Current: 2018 -2019 Season (9/24/18 – 8/4/19) and 2017-2018 Season (9/25/18 – 8/5/18). Averages based on regular telecasts.