Morning News Ratings: Narrowing Gaps and Shifting Demographics

For media buyers and advertisers tracking the high-stakes landscape of morning television, the battle for dominance between the industry’s three major players remains as competitive as ever. Nielsen ratings for the week of September 7, 2026, reveal a tightening race as ABC’s *Good Morning America* (GMA) continues to erode the lead previously held by NBC’s *Today*.

While *Today* maintained its top-tier status in both total viewers and the key Adults 25-54 demographic, the gap between the two morning stalwarts is narrowing significantly. According to the latest data, *Today* finished the week with 2.834 million total viewers and 598,000 in the target demographic. However, the program saw a minor dip in performance, declining 1% in total viewership and 5% in the A25-54 demo compared to the week ending August 31. This contraction allowed the margin between *Today* and its ABC competitor to shrink to fewer than 100,000 total viewers.

In contrast, *Good Morning America* capitalized on the post-Labor Day momentum, emerging as the only program to register gains across both measured categories for the week. *GMA* captured an average of 2.742 million total viewers, marking a 1% increase week-over-week. Perhaps more importantly for advertisers targeting specific age brackets, the show saw a 7% climb in the Adults 25-54 demographic, reaching 488,000 viewers. When viewed against the same timeframe in 2025, *GMA* demonstrated consistent audience retention, with total viewership up 2% and the demographic share remaining flat.

Meanwhile, *CBS Mornings* reported a nuanced performance following the return of Norah O’Donnell. The network saw a 2% uptick in total viewership, averaging 1.64 million, though it experienced a 9% decline in the A25-54 demographic, pulling in 247,000 viewers. Long-term comparisons suggest that *CBS Mornings* continues to face headwinds, with both total viewership and demographic reach trending downward compared to figures from the same week in 2025.

It is essential for marketing analysts to note that these figures are based on Nielsen’s “Big Data Plus Panel” methodology. Furthermore, the report excludes telecasts from Monday, September 7, 2026, which were classified as special coverage, as well as specific Friday breakouts, ensuring that the weekly averages reflect standard broadcasting days from Tuesday through Thursday.

As the 2026-2027 season progresses, the narrowing divide between *Today* and *GMA* remains a critical bellwether for media spend. For agencies, the recent uptick in *GMA’s* demographic engagement provides a compelling argument for reassessing reach and frequency allocations in morning news inventory. As the gap between the industry leaders tightens to sub-six-figure territory, the leverage held by media buyers in negotiations may shift, rewarding those who can capitalize on the evolving fluidity of the morning news landscape.

Source: Marketing Dive