Morning News Ratings Hold Steady Amid Audience Decline in Key Demo

NEW YORK, NY — The week of April 28 brought mixed results for America’s leading morning news programs. While total viewership remained stable, there was a noticeable decline in the critical Adults 25-54 demographic.

According to Nielsen‘s live-plus-same-day data, ABC’s Good Morning America (GMA) averaged 2.686 million total viewers, maintaining its position as the most-watched program for the ninth consecutive week. However, it experienced a 5% decrease in the A25-54 demo, attracting only 442,000 viewers in that category.

In comparison to the same week in 2024, GMA’s total audience decreased by 4%, while its A25-54 numbers dropped by 10%. NBC‘s Today show followed closely, with 2.572 million total viewers. This figure remained unchanged week-to-week, but their A25-54 viewers fell by 2% to 598,000. Year-over-year, Today reported a 7% decline in total viewers and an 11% drop in the demo.

CBS Mornings ranked third, attracting 1.924 million viewers overall and 302,000 in the A25-54 demographic. This represented a 1% gain in total viewership, but a significant 4% decrease in the demo compared to the prior week. Looking back to 2024, CBS Mornings saw an 11% drop in total viewers and a staggering 29% decline in the A25-54 segment.

The shifts in viewership reflect a competitive landscape for morning news shows. Mark Mwachiro, a contributor to TVNewser, noted the challenges that all three programs face as they vie for audience attention. “The fluctuation in demographic engagement indicates the evolving preferences of viewers, making it essential for these programs to adapt,” Mwachiro said.

As trends in the media landscape continue to shift, it remains to be seen how GMA, Today, and CBS Mornings will adapt to these challenges in the coming weeks.