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:
| ABC | NBC | CBS | |
|---|---|---|---|
| • 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.