Morning News Titans Clash: GMA and Today Dominate Key Viewership Segments

The fiercely competitive arena of morning news continues to captivate audiences, with the week of August 11, 2025, showcasing the enduring strengths of ABC's Good Morning America (GMA) and NBC's Today show. As the dust settled on the latest viewership data, both giants cemented their leadership in their respective key metrics, underscoring their unwavering appeal to millions of daily viewers.

Good Morning America once again demonstrated its unyielding grip on the total viewer category, reigning supreme for an astonishing 49 consecutive weeks.

While the program experienced a marginal dip in total viewership by -0.3% compared to the previous week, its year-over-year performance tells a story of remarkable resilience, boasting a +1% increase. This consistent performance highlights GMA's robust connection with its broad audience, maintaining its status as the nation's most-watched morning program.

Meanwhile, NBC's Today show continued its impressive run in the coveted Adults 25-54 demographic, marking its 46th consecutive week as the undisputed leader.

Despite a slight week-to-week decline of -0.8% in this crucial demo, Today mirrored GMA's year-over-year growth, rising by an encouraging +1%. This powerful showing in the demographic most valued by advertisers underscores Today's ability to attract and retain a younger, economically vital audience, positioning it as a formidable force in the morning landscape.

CBS Mornings, while a valiant competitor, found itself in third place across both total viewers and the Adults 25-54 demographic.

The program saw a week-to-week decrease of -0.8% in total viewers and a more significant -4% dip in the A25-54 demo. Year-over-year, CBS Mornings experienced declines of -1% in total viewers and -3% in the A25-54 demo, indicating a persistent challenge in narrowing the gap with its established rivals.

The broader context of linear television viewership continues to evolve, with many traditional broadcasts facing headwinds.

Yet, the morning news landscape presents a fascinating anomaly. While some segments of TV consumption are shrinking, the enduring appeal of live, daily news updates keeps morning shows relatively stable. The slight year-over-year gains for GMA and Today in their respective strongholds suggest a robust core viewership that remains loyal, even as digital consumption habits continue to reshape media consumption.

The battle for morning supremacy remains a dynamic and closely watched contest, with each show employing distinct strategies to capture the hearts and minds of early risers across the nation.