A winning streak continues for ABC’s Good Morning America as it remains the No. 1 morning news show in total viewers and adults 25-54 for a fourth straight week.
For the week of August 1, GMA averaged 2.96 million total viewers and 633,000 viewers in the adults 25-54 demo, according to live-plus-same-day data from Nielsen. It was the only morning show to register week-to-week gains in total viewers as it grew by +0.4%, while in the adults 25-54 demo, GMA also posted week-to-week gains growing by +0.2% when compared to last week.
Unfortunately, the good news stops there for GMA as it is down -4% in total viewers and -20% in adults 25-54 when looking at the same week in 2021. The double-digit slide in adults 25-54 compared to 2021 has become a troubling trend for GMA.
With the dog days of summer upon us, this adults 25-54 viewer erosion looks to continue—and may filter into the fall period when the news cycle tends to be more active. This period also includes the crucial mid-term elections in November. It will be interesting to see how GMA addresses this slide.
NBC’s Today show had 2.68 million total viewers and 631,000 in the adults 25-54 demo for the week of Aug. 1. When compared to last week, Today was down by just -1% in total viewers and grew by +0.5% in the adults 25-54 demo.
Lacking the boost it received from the delayed 2020 Tokyo Summer Olympics held last year, NBC is down -22% in total viewers and -36% in adults 25-54 compared to the same week in 2021. During that week of Olympics coverage, the Today show was the top morning program of that week, with 3.4 million total viewers and 985,000 in the adults 25-54 demo.
CBS Mornings averaged 2.3 million total viewers and 496,000 adults 25-54 viewers for the week of August 1. This was a slight drop of -.3% in total viewers, but a gain of +8% in adults 25-54 compared to the previous week.
Looking back to the same week in 2021, CBS Mornings lost -3% in total viewers and gained an impressive +19% in the adults 25-54 demo.
CBS Mornings managed to deliver the smallest gap with GMA in the adults 25-54 demo since Sept. 2003 and—for the season to-date—the show has cut into Today’s and GMA’s leads in the demo by 25% and 17% respectively versus last year.
Nielsen live-plus-same-day impressions for the week of August 1, 2022:
|• Total Viewers:||2,962,000||2,682,000||2,260,000|
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD Current Week (w/o 8/1/22), Previous Week (w/o 7/25/22) and Year-Ago Week (w/o 8/3/21). Most Current: 2021 -2022 Season (9/20/21 – 8/7/22) and 2020 -2021 Season (9/21/20 – 8/8/21). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.