Morning Show Ratings: Week of March 28

By A.J. Katz Comment

The folks at Good Morning America can breathe a sigh of relief…for now. One week after ceding the “most-watched morning news show” title to Today for the first time in nearly four years, GMA moved back into the No. 1 slot in total viewers. GMA averaged 4.75 million viewers for the week of March 28, edging Today by 150,000.

GMA was up from the previous week in total viewers (+2 percent), but still down -10 percent from the comparable week in 2015 (week of March 30).

It’s useful to note that ABC World News Tonight anchor David Muir subbed in for George Stephanopoulos on GMA last week.

For the 30th consecutive week, Today was the No. 1 morning show among adults 25-54, bringing in almost 1.8 million viewers from the demo. Today was down -2 percent in total viewers and down -2 percent in the demo from the previous week. It was even in total viewers and down -1 percent in the demo versus the comparable week in 2015.

Despite its No. 3 ranking, CBS This Morning continues to out-perform its 2015 averages. For the week of March 28, This Morning was up +9 percent in total viewers and +6 percent in adults 25-54 versus the comparable week in 2015. It was also up +3 percent in total viewers and up +2 percent in the demo versus the week of March 21, 2016.

The averages for the week of March 28, 2016:

  • Total Viewers:  ABC: 4.751M / NBC: 4.601M / CBS: 3.677M
  • A25-54 viewers: ABC: 1.598M / NBC: 1.754M / CBS: 1.081M