Morning Show Ratings: Week of Oct. 30

By A.J. Katz 

There was a split decision in the morning show ratings race this past week, with ABC taking the top spot in total viewers, and NBC the go-to among younger news consumers, including adults 25-54.

Similar to what we saw in the evenings.

With another weekly win among total viewers, Good Morning America is the most-watched morning show at this point in the broadcast season for the 6th year in a row. But the program was -6 percent in total viewers and -12 percent in the news demo vs. the comparable Nielsen week in 2016 (Oct. 24, 2016).


Today finished No. 1 in the ad-friendly A25-54 demo for the 97th consecutive week, and 113 of the past 114 weeks.

The NBC morning show, which celebrated its 23rd Halloween on the plaza last week, also won Halloween Tuesday across all relevant measurements, including a +274,000 total viewer margin over GMA.

But the program remained down year-over-over, -2 in total viewers and -7 percent in the news demo.

CBS This Morning was the sole morning show not to lose its total audience vs. the comparable Nielsen week last year. The story was different in the news demo, -12 percent year-over-year.

The morning show averages for the week of Oct. 30:

  • Total Viewers: ABC: 4.206 M / NBC: 4.184 M / CBS: 3.515 M
  • A25-54 viewers: ABC: 1.341 M / NBC: 1.555 M / CBS: 938 K