After consecutive weeks splitting first place with Today, ABC’s Good Morning America is back in the driver’s seat—not only in Total Viewers but also when it comes to drawing adults 25-54.
According to live-plus-same-day data from Nielsen, GMA averaged 629,000 adults 25-54, +1% from what the show pulled during the holiday shortened week of July 4 (%)—but a whopping -20% vs. the year-ago week of July 12, 2021. ABC’s morning show average 2.89 million total viewers for the week of July 11, which is -2% from what the show averaged the prior week—and -10% vs. the year-ago week.
The first-place finish is certainly positive for GMA, but the ratings trend is not.
Over on NBC, the linear broadcast of Today continues to lose viewers. The program averaged a franchise-low 610,000 adults 25-54 during the week of July 11, which is -7% from the prior week. Today also averaged 2.67 million viewers in total, which—like GMA—is -2% from the prior week. NBC’s morning show posted year-over-year losses of -8% in total viewers and -17% among adults 25-54.
CBS Mornings averaged 2.25 million total viewers and 462,000 adults 25-54 during the week of July 11. Those are good numbers for the broadcast, +1% in total viewers and +8% among adults 25-54 from the prior week. CBS posted week-to-week viewer growth in multiple measurements. The year-over-year trend was more mixed. CBS Mornings lost -9% in average total viewers, but actually held flat in the key A25-54 demo vs. the same week in 2021.
We are starting to see an interesting trend in the mornings: CBS Mornings isn’t losing much traction with under-55 demos. If anything, it’s frequently seeing gains from the previous week. On the other hand, GMA and Today, which have always delivered larger audiences than CBSM, continue to lose under-55 demos on an annual basis.
Now, will CBS Mornings climb out of third place? Probably not, unless Gayle King scores a massive, news breaking interview and the show airs it across an entire week. That said, the show’s recent ratings performance is making this race a little more interesting.
Nielsen live-plus-same-day impressions for the week of July 11, 2022:
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 2,890,000 | 2,674,000 | 2,248,000 |
| • A25-54: | 629,000 | 610,000 | 462,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 Live + SD Current Week (w/o 7/11/22), Previous Week (w/o 7/4/22) and Year-Ago Week (w/o 7/12/21). Most Current: 2021 -2022 Season (9/20/21 – 7/17/22) and 2020 -2021 Season (9/21/20 – 7/18/21). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.