It was not a sunny week for the three morning shows. All three AM programs flagship morning declines in total viewers and in the advertiser-coveted Adults 25-54 demo for the week of May 12.
The triple-slump comes one week after all three shows recorded positive momentum in both measured categories during a window that used to be viewed as an all-important sweeps period.
According to live-plus-same-day data from Nielsen, GMA averaged 2.578 million total viewers and 425,000 A25-54 viewers for the week. Compared to the previous week, ABC News’ morning show was down -5% in the former category and -6% in the latter. Looking at its performance alongside the same week in 2024 (the week of May 13), GMA was down -6% in total viewers and -16% in the demo.
Today continued its No. 2 finish in total viewers and No. 1 finish in the demo, with 2.499 million and 579,000 viewers, respectively. Week-to-week, NBC News’ morning show was down -4% in total viewers and -7% in the demo. Year-to-year, Today was down a respective -8% and -9% in those measured categories.
CBS Mornings saw 1.904 million total viewers and 310,000 A25-54 viewers for week-to-week drops of -2% and -3%, respectively—minimal dips compared to its competitors. Year-to-year, though, CBS News’ morning show was down -10% in total viewers and -25% in the demo, the steepest drop of the three programs.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,578,000 | 2,499,000 | 1,904,000 |
| • A25-54: | 425,000 | 579,000 | 310,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live+SD Current Week (w/o 5/12/25), Previous Week (w/o 5/5/25) and Year-Ago Week (w/o 5/13/24). Most Current Data Stream: 2024-2025 Season (9/23/24-5/18/25) and 2023-2024 Season (9/25/23-5/19/24). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.
