ABC’s Good Morning America and NBC’s Today split the morning ratings competition for the week of Jan. 18, 2021.
ABC’s morning show averaged 3.53 million total viewers and 929,000 adults 25-54 this past week, according to the most current data from Nielsen. The 3.53 million total viewer average represents +205,000 more than the Today show, and is flat compared to the prior week. GMA also averaged 929,000 adults 25-54.
Good Morning America—the most-watched morning show for 9 years and counting—is increasing its advantage over Today in total viewers to its largest in 5 years – since the 2015-16 season.
GMA may have won the week in total viewers (as it usually does), but Today marked 74 consecutive weeks as the top morning show among adults 25-54. A rather remarkable streak, I’d say. The NBC morning show averaged 968,000 adults 25-54 for the week,
CBS This Morning averaged 2.8 million viewers, which is +4% compared to the prior week. CTM also delivered +2% growth among adults 25-54.
GMA, as previously mentioned, held flat in total viewers, but is -5% among adults 25-54. Today show is up +1% in total viewers but -2% among adults 25-54.
Compared to the same week one year ago, the ratings trend remains poor, particularly among the younger demo. GMA is down -7% in total viewers, and -17% among adults 25-54. Today struggled even more, -10% in total viewers and a whopping -21% among adults 25-54. CTM is -3% in total viewers and -14% among adults 25-54.
*Note: All 3 morning shows removed ratings for Monday, Jan. 18 , which was MLK Jr. Day. That in mind, ABC’s, CBS’ and NBC’s weekly averages are based on 4 days (Tues-Fri). This was also true for MLK Jr. holiday week in 2020.
Nielsen Live-plus-same-day numbers for the week of Jan. 11, 2021:
|• Total Viewers:||3,531,000||3,326,000||2,823,000|
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD Current Week (w/o 1/18/21), Previous Week (w/o 1/11/21) and Year-Ago Week (w/o 1/20/20). Most Current: 2020 -2021 Season (9/21/20 – 1/24/21 and Most Current: 2019 -2020 Season (9/23/19 – 1/26/20). Nielsen ratings for ABC, NBC and CBS include additional airings in select markets. *Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.