All three morning shows experienced no week-to-week declines in total viewers and the Adults 25-54 demo for the week of August 25.

This was the week leading to the Labor Day holiday weekend, with the strongest performer being NBC News’ Today, which was the only morning show to grow in both measured categories and record double-digit growth in the advertiser-coveted demo.

NOTE: Good Morning America was retitled on Wednesday (08/27/25) to GMA-ABC due to a special report on the Minnesota school shooting. All three morning shows were retitled on Friday (08/29/25) with GMA retitled to GMA-ABC, CBS Mornings to CBS Morn, and Today to Today- TS due to the Labor Day weekend holiday. These retitled telecasts are excluded from the weekly and season averages. ABC’s weekly averages are based on three days (Monday, Tuesday, and Thursday), and CBS and NBC’s weekly averages are based on four days (Monday – Thursday). 

According to live-plus-same-day data from Nielsen, GMA averaged 2.557 million total viewers and 465,000 viewers in the A25-54 demo for the week of August 25. Compared to the previous week, ABC News’ morning show was flat in total viewers but saw a +4% gain in the demo. Looking at its performance to the same week in 2024 (August 26), GMA was flat in total viewers but up +1% in the demo—the only morning show with gains in this year-over-year comparison. 

Today took the top spot in the demo and remained in second place in total viewers with 567,000 and 2.458 million viewers, respectively, for the just-concluded week. The broadcast experienced gains of +3% in total viewers and +10% in the demo compared to the previous week—the only morning show with double-digit growth. Looking at how it performed during the same week in 2024, Today was down by -3% in total viewers and -11% in the demo.

Finally, CBS Mornings had 1.721 million total viewers and 308,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was up +2% in total viewers and flat in the demo. During the same period in 2024, CBS Mornings experienced a 13% decline in total viewers and an 18% decline in the demo.

Source: The Nielsen Company, NTI Total Viewers, Women 25-54 and Women 18-49 Live+SD Current Week (w/o 8/25/25), Previous Week (w/o 8/18/25) and Year-Ago Week (w/o 8/26/24), or as dated. Most Current Date Stream: 2024-2025 Season: 9/16/24-8/31/25 for “GMA3” and 9/23/24-9/1/25 for “NBC News Daily” and “The Talk.” Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.