Morning Show Ratings: Week of Sept. 3

By A.J. Katz 

Another week, another split decision in the morning show ratings race. ABC ranked No. 1 in total viewers, and NBC No. 1 among younger news demographics.

Good Morning America delivered 4.05 million total viewers, and nearly 1.2 million A25-54 viewers this past week, the show’s largest weekly audience totals since the week of June 4, 2018.

GMA finished No. 2 in the A25-54 demo, and was -19 percent in the category vs. the comparable week in 2017. The program was also -10 percent in total viewers vs. the same week last year.

Season to date, GMA is the No. 1 morning newscast in total viewers, leading Today by +78,000 (4.153 million vs. 4.075 million) to take the top spot at this point of the season for the 6th year in a row.

NBC’s Today remained No. 1 on morning TV among adults 25-54, which is the demographic TV news advertisers base their spend on. The NBC morning show has now finished ahead of ABC and CBS in the aforementioned demo for 141 consecutive weeks, the show’s best streak in six years. Today posted its highest total viewer and demo deliveries in more than three months.

On the downside, Today was -18 percent in the A25-54 demo vs. the same week last year, and -14 percent in total viewers.

Not much is going right for CBS This Morning at the moment, ratings-wise. The program was -20 percent in total viewers, and -21 percent in the key A25-54 category this past week vs. the same week in 2017.

Editor’s note: Due to the Labor Day Holiday (9/3/18), GMA, Today and CTM Monday telecasts were coded as specials and are excluded from the weekly averages. This was also the case during the same week last year.

Average audience for the week of Sept. 3, 2018:

• Total Viewers: 4,050,000
3,888,000  2,986,000
• A25-54: 1,195,000 1,380,000 769,000



Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD weeks of 9/3/18, and 9/4/17.  Season-to-Date: Most Current: 2017-2018 Season (9/25/17 – 9/9/18) and 2016-2017 Season (9/19/16 – 9/10/17).  Averages based on regular telecasts.