The second week of the fiercely competitive broadcast television season has delivered encouraging signs of growth across the board for the major morning news programs, though the underlying battle lines are shifting. According to national live plus same-day big data and program panel ratings from Nielsen for the week of September 28, all three major network morning shows managed to increase their total viewership compared to the previous frame. Furthermore, ABC News’ Good Morning America and NBC’s enduring powerhouse Today both capitalized on significant upward momentum in the highly coveted, advertiser-lucrative demographic of adults aged 25 to 54.
While NBC’s Today successfully defended its crown to maintain its multi-platform supremacy at the top of the ratings chart, the race has tightened considerably. Good Morning America is keeping the demographic battle intensely interesting, registering impressive double-digit gains that have significantly narrowed the gap between the two front-runners. The competitive landscape of early morning television continues to prove that even minor adjustments in programming, pacing, or seasonal news cycles can spark dramatic shifts in audience engagement as millions of Americans tune in to start their days.
For the week of September 28, Good Morning America averaged 2.722 million total viewers alongside 485,000 viewers within the critical A25-54 demographic. When measured against its performance from the prior week, the flagship ABC News morning broadcast enjoyed a notable surge, climbing 8 percent in total viewers and skyrocketing by an impressive 19 percent in the demographic category that advertisers monitor most closely. Looking further back at a year-over-year comparison against the corresponding week in 2025, GMA demonstrated steady long-term health as well, posting modest increases of 2 percent in total viewership and 3 percent in the key demographic.
Despite the aggressive push from its ABC rival, NBC’s Today continued its dominant reign at the top of both total viewers and the key demographic rankings. During the week of September 28, Today captured an average of 2.848 million total viewers while pulling in 585,000 viewers in the A25-54 demographic. This performance represented a solid week-over-week improvement, with the broadcast growing by 2 percent in total viewers and 3 percent in the A25-54 demographic compared to the preceding week. As a result of these steady gains, Today’s demographic lead over Good Morning America stood firmly at a manageable 100,000 total viewers, keeping the pressure on the NBC production team. When compared to the same week in 2025, Today also showcased robust annual growth, rising 6 percent in total viewers and 7 percent in the key demographic, underscoring its enduring appeal to morning television audiences.
Meanwhile, CBS News’ morning entry found itself in a slightly different position as the industry navigates the early weeks of the new broadcast season. CBS Mornings recorded 1.716 million total viewers and 275,000 viewers in the core demographic for the week of September 28. When stacked up against the previous week, the broadcast experienced a mild uptick of 1 percent in total viewership. However, it simultaneously slipped by 2 percent in the A25-54 demographic, making it the sole morning news show among the big three to register a decline in either of the two closely watched measured categories. Looking at a broader historical perspective against the same week in 2025, CBS Mornings faced some headwinds, falling 9 percent in total viewers and 3 percent in the demographic compared to the year-ago period.
The Nielsen data utilized for these measurements incorporates comprehensive big data streams combined with traditional panel metrics, providing an expansive and detailed picture of television consumption habits across the United States. The current television season, which spans late September and early October, establishes the baseline trends that network executives, producers, and advertising agencies will analyze closely in the months ahead. As the autumn news cycle continues to unfold with major political, economic, and cultural developments capturing the public’s attention, the ongoing battle for morning television supremacy promises to remain one of the most closely watched segments of the broadcast industry.
