As was the case in the evenings, there was a split decision in the morning show ratings race this past week, with Good Morning America averaging the most total viewers and Today finishing at the top among the ad-friendly A25-54 demographic.
In addition to winning the week in total viewers (3.93 million), GMA is the No. 1 morning news program in total viewers season-to-date for the 7th consecutive year after finishing No. 1 for the last six seasons. In addition, GMA is cutting its season margins with Today in adults 25-54 (-6% – 153,000 vs. 162,000).
Today was the top-rated morning show this past week among adults 25-54, marking its 179th consecutive week the show at the top of the heap among that demographic. The NBC morning show won in all relevant categories (including total viewers) on Wednesday and Thursday. Season-to-date, just 48,000 total viewers separate Today and GMA (a 1% margin).
Week two of the revamped CBS This Morning featuring Gayle King, Anthony Mason and Tony Dokoupil saw some A25-54 audience growth from the opening week (+3%). The program was flat in total viewers.
Versus the comparable week in 2018, ABC was -7% in total viewers, NBC was -2% in total viewers, while CBS was -5%. In the A25-54 demo, ABC was -11%, NBC -7%, and CBS -3% vs. the comparable week last year.
Additionally, due to Memorial Day (May 27), all three morning shows are based on a 4-day average (Tuesday-Friday). This was also the case during the same week in 2018.
Numbers for the week of May 27, 2019:
|• Total Viewers:||3,927,000||3,881,000||3,070,000|
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD, 2018-19 Current Week (w/o 5/27/19), and Year-Ago Week (w/o 5/28/18). Season to date: Most Current: 2018 -2019 Season (9/24/18 – 6/2/19) and 2017-2018 Season (9/25/18 – 6/3/18). Averages based on regular telecasts.