Morning Show Ratings: Week of May 28

By A.J. Katz 

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The morning show ratings race produced a split decision once again: Good Morning America was the most-watched, while Today was tops among younger news viewers, including adults 25-54.

The most-watched morning show of the broadcast season (not just for the week of May 28) GMA also managed to post year-over-year audience growth, both among total viewers (+4 percent), and among adults 25-54 (+2 percent). Game 1 of the 2018 NBA Finals aired on ABC last Thursday night (May 31), and the Finals traditionally give GMA week-to-week ratings growth; but the year-over-year growth is notable considering Game 1 of the 2017 NBA Finals took place on the comparable last year (Thursday, June 1).

All three morning shows were coded specials on Memorial Day Monday, and each telecast is excluded from the ratings averages.

NBC’s Today Show was the go-to morning show among younger news viewers this past week, and has now been No. 1 in the key A25-54 demo for 127 consecutive weeks, its best streak in 6 years. Season to date, the NBC morning show has narrowed its margin with GMA by +82 percent in total viewers versus the same point last broadcast season.

Today held steady in total viewers versus last year, yet posted a -10 percent drop off among viewers 25-54.

CBS This Morning continues to post year-over-year audience losses. This week is was -5 percent in total viewers and -10 percent in the news demo from last year.

Editor’s note: Due to Memorial Day (May 28), all three morning shows are based on a 4-day average. This was also the case during the same week in 2017.

The averages for the week of May 28, 2018:

Total Viewers: ABC: 4.242M / NBC: 3.959M / CBS: 3.238M
A25-54 viewers: ABC: 1.275M / NBC: 1.330M / CBS: 810k