Morning news viewership showed mixed results during the week of April 28, according to Nielsen data. While all three major network programs avoided drops in total viewers compared to the prior week, each saw declines in the key Adults 25-54 demographic. Good Morning America held the top position in total viewers for the week.
ABC's Good Morning America averaged 2.686 million total viewers, securing its ninth consecutive week as the most-watched morning program. Total viewership rose 1% from the prior week. In the A25-54 demo, the program drew 442,000 viewers, a 5% decline week-over-week. Compared to the same week in 2024, total viewers for Good Morning America were down 4%, and the A25-54 demo fell 10%.
NBC's TODAY finished the week with 2.572 million total viewers, unchanged from the previous week. TODAY maintained its lead in the Adults 25-54 demographic for the 90th consecutive week, averaging 598,000 viewers. This marked a 2% decrease from the prior week. Year-over-year figures showed TODAY down 7% in total viewers and 11% in the demo. The program reported its demo lead over Good Morning America widened slightly from the prior week.
CBS Mornings attracted 1.924 million total viewers, a 1% increase week-to-week. The program recorded 302,000 viewers in the A25-54 demo, down 4% from the prior week. CBS Mornings experienced the largest year-over-year declines among the three programs, dropping 11% in total viewers and 29% in the A25-54 demo compared to the same week in 2024.
The A25-54 demo is a key metric for advertising revenue in broadcast television. While TODAY maintained its long-standing lead in this category, the week's numbers point to a shared challenge across the broadcast morning landscape in retaining this specific audience segment compared to both the prior week and the previous year.
Season-to-date figures, covering September 23, 2024, through May 4, 2025, provide broader context. TODAY has substantially closed the total viewer gap with Good Morning America compared to the previous season, trailing by only 12,000 viewers. TODAY also holds a notable season-to-date lead in the A25-54 demo over Good Morning America.
Ratings data analysis informing these reports was contributed by journalists such as Mark Mwachiro and Grace Dubay covering the reports.
The week's ratings performance indicates stability in overall audience numbers week-to-week for morning news shows, contrasting with ongoing difficulties in holding onto the advertiser-favored adult demographic.