NBC News’ Today remained the most-watched morning show in America in total viewers and the Adults 25-54 demo for the week of August 31. 

Today was also the only morning news show not to lose viewers heading into the long Labor Day holiday weekend. ABC News’ Good Morning America saw declines in both measured categories, while CBS News’ CBS Mornings finished the week as a two-person broadcast with viewership gains only in the advertiser-coveted demo.

NOTE: GMA and Today were retitled to GMA-ABC and Today-TS, respectively, on Friday (09/04/26). These telecasts are excluded from the weekly and season averages. ABC and NBC morning shows’ weekly averages are based on four days (Monday-Thursday). 

According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.717 million total viewers and 457,000 viewers in the A25-54 demo for the week of Aug. 31. Compared to the previous week, ABC News’ morning show was down -2% in total viewers and -11% in the demo. When looking at how it performed in the same week in 2025, GMA grew +5% in total viewers but fell by -5% in the demo.

Today finished in first place in total viewers and the demo with 2.868 million and 628,000 viewers, respectively, for the week that just ended. Today was flat in total viewers and was up +2% in the A25-54 demo compared to the previous week. When put up against the same week in 2025, Today was up +10% in total viewers and +1% in the demo.

CBS Mornings had 1.601 million total viewers and 270,000 viewers in the demo for the week of Aug. 31. Compared with the previous week, CBS News’ morning show declined -3% in total viewers but rose +3% in the demo. Versus the same week in 2025, CBS Mornings was down -11% in total viewers and -13% in the demo.

*Please note that year-over-year comparisons are based on Nielsen Big Data+Panel (2026) vs. Panel (2025) measurements.

August 31, 2026 (Nielsen Big Data + Panel):

Source: Nielsen, NTI Total Viewers, Adults 25-54 and Adults 18-49 National Live+Same Day Big Data Plus Panel Program Ratings Current Week (w/o 8/31/26), Previous Week (w/o 8/24/26) and Year-Ago Week (w/o 9/1/25). Season to date: Most Current Data Stream: 2025-2026 Season (9/22/25–8/30/26) and 2024-2025 Season (9/23/24–8/31/25). Season averages based on Big Data Plus Panel ratings start with the 2023-2024 season.