Morning Show Ratings: Week of Sept. 10

By A.J. Katz 

Another week, another split decision in the morning show ratings race.

ABC’s Good Morning America was the most-watched weekday morning show yet again, averaging nearly 4.3 million total viewers for the week of Sept. 10.

GMA attracted its largest weekly audience in 5 months, while posting its strongest numbers in the key A25-54 demo in over 3 months.

That said, the program was -1 percent in total viewers, and down even more in the demo (-12 percent) vs. the same week in 2017.

NBC’s Today show was the No. 1 weekday morning show in the key A25-54 demo for the 142nd straight week, its best streak in over six years.  Today posted its best total viewer and A25-54 delivery since March, and delivered year-over-year growth in total viewers (+2 percent), the latter a feat none of the morning shows accomplish very often.

Today was down in the A25-54 demo (-3 percent) vs. the comparable week in 2017.

It’s also worth noting that NBC’s Today had shorter-rated duration on Tuesday, Sept. 11, and Friday, Sept. 14 during rolling coverage of Florence.

CBS This Morning was -10 percent in total viewers, and -9 percent in the key A25-54 this past week vs. the same week in 2017.

Numbers for the week of Sept. 10, 2018:

• Total Viewers:  4,282,000  4,162,000  3,172,000
• A25-54: 1,254,000 1,475,000 839,000



Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD weeks of 9/10/18, and 9/11/17. Season-to-Date: Most Current: 2017-2018 Season (9/25/17 – 9/16/18) and 2016-2017 Season (9/19/16 – 9/17/17). Averages based on regular telecasts.