Over the past decade, ABC’s Good Morning America has consistently been the morning show that hauls in the largest total audience on morning TV. What we’re not used to seeing is GMA averaging more adults 25-54 than both of its morning rivals from NBC and CBS.
But that happened in the second quarter of 2022. Based on Most Current Data from Nielsen, GMA won a quarter in the key A25-54 demo for the first time in nearly seven years—and a second quarter for the first time in seven years since Q3 2015 and Q2 2015, respectively.
Good Morning America averaged 759,000 adults 25-54 (-7% from Q1 ’22) and 3.27 million total viewers for the quarter (-3% from Q1 ’22). Overall, GMA has defeated NBC’s Today and CBS’ morning offering in total viewers 38 of the last 40 quarters, only finishing behind the Today in Q3 2016 and Q1 2018, both of which featured NBC Olympics.
Speaking of NBC’s morning show, Today finished second among adults 25-54, ending a streak of 26 straight quarters at No. 1 in the advertiser-preferred measurement. The broadcast averaged 749,000 adults 25-54 in Q2 2022, which is -14% from what the broadcast in Q1. Today also averaged 2.92 million total viewers in Q2, second to GMA and -8% from the previous quarter.
CBS Mornings averaged 2.43 million total viewers and 526,000 adults 25-54 in Q2. The 526,000 A25-54 average is -4% from what the show averaged in Q1 ’22, whereas the 2.43 million total average is -3% from what the show averaged in Q1 ’22.
All three of the major morning shows—GMA, Today and CBS Mornings—lost viewers from Q2 of the previous year (although GMA’s total viewers decline was minimal), continuing an unfortunate trend of annual ratings losses for the morning shows.
GMA shed less than -1% in total viewers but -10% among adults 25-54, Today and CBS Mornings saw steeper declines. Today lost -9% in total viewers and -17% in adults 25-54, while CBS Mornings saw -8% in total viewers but only shed -4% among adults 25-54 vs. Q2 ’21.
An average of 8.62 million Americans watched the national morning shows on linear TV in Q2 ’22. That’s -5% from the prior quarter (Q1 ’22), and -5% from Q2 of 2021.
The averages for Q2, 2022:
| Network | ABC | NBC | CBS |
|---|---|---|---|
| • Total Viewers: | 3,271,000 | 2,917,000 | 2,434,000 |
| • A25-54: | 759,000 | 749,000 | 526,000 |
How about the week of June 20? Well, GMA remains the most-watched morning show, not only in average total viewers but also among adults 25-54. That’s now eight consecutive weeks at No. 1 in both measurements.
According to live-plus-same-day data from Nielsen, GMA averaged 2.91 million total viewers this past week. That’s +287,000 more than its NBC morning rival but -7% from what the show averaged the previous week—and -10% vs. the year-ago week. (June 21, 2021). GMA also averaged 668,000 adults 25-54 this past week. While No. 1, that’s -7% from what the show averaged the prior week—and -10% vs. the year-ago week.
Over on NBC, Today show remained No. 2 in the mornings among adults 25-54, averaging 625,000 this past week. That’s -2% from what the show averaged in the demo the prior week—and a whopping -28% vs. the year-ago week. The NBC morning show averaged 2.62 million viewers for the week, which is -3% from what the show averaged in the demo the prior week—and -18% vs. the year-ago week.
CBS Mornings averaged 2.3 million total viewers and 506,000 adults 25-54 during the week of June 20. Those are good numbers relative to the previous week. The broadcast grew +1% in total viewers and +5% among adults 25-54 vs. the week of June 13. On a year-over-year basis, CBS Mornings lost -6% in total viewers, but actually gained +13% in adults 25-54.
On Monday, June 20, NBC’s Today was retitled to “Today Show–TS.” On Thursday, June 23, Today was also retitled to “Today Show-TS” due to live coverage of the Supreme Court Decision on the gun law. On Friday, June 24, GMA was retitled to “GMA-ABC,” CBS Mornings was retitled to “CBS Morn” and Today was retitled to “Today-TS” due to live coverage of the Supreme Court’s ruling on abortion. The retitled telecast is excluded from the weekly and season averages. ABC’s and CBS’ weekly averages are based on four days (Monday-Thursday) and NBC’s weekly averages are based on just two days (Tuesday and Wednesday).
Nielsen live-plus-same-day impressions for the week of June 20, 2022:
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 2,908,000 | 2,621,000 | 2,297,000 |
| • A25-54: | 668,000 | 625,000 | 506,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD Current Week (w/o 6/20/22), Previous Week (w/o 6/13/22) and Year-Ago Week (w/o 6/21/21). Most Current: 2021 -2022 Season (9/20/21 – 6/26/22) and 2020 -2021 Season (9/21/20 – 6/27/21). Live+7/Most Current – 2Q22: 3/28 – 6/26/22, – 2Q21: 3/29 – 6/27/21 and 1Q22: 12/27/21 – 3/27/22. Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.