NBC News’ Today remained in the No. 1 position in the Adults 25-54 demo for the week of August 4. This was the second week in a row that Today held on to its top position in the advertiser-coveted demo after briefly relinquishing the lead to ABC News’ Good Morning America.

In addition to that, Today was the only broadcast to record a viewership increase in either of the measured categories during the first week of August. It stretched its demo lead over GMA, which remained the most-watched morning show in total viewers, to over 100,000 demo viewers.

According to live-plus-same-day data from Nielsen, GMA averaged 2.547 million total viewers and 434,000 viewers in the A25-54 demo for the week of August 4. Compared to the previous week, ABC News’ morning show was down -5% in total viewers and -8% in the demo. Looking at its performance to the same week in 2024 (August 5), GMA was down by -5% in total viewers and -10% in the demo. 

Today finished in first place in the demo and was the No. 2 morning broadcast in total viewers with 553,000 and 2.379 million viewers, respectively, for the just-concluded week. The broadcast slid by -2% in total viewers but rose by +3% in the demo compared to the previous week—the only morning show with gains in either of the measured categories. Looking at how it performed during the same week in 2024, its final week in Paris, Today was down by double-digits in total viewers by -24% and the demo by -27%.

CBS Mornings had 1.784 million total viewers and 327,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was down -3% in total viewers and -1% in the demo. During the same period in 2024, CBS Mornings experienced an -8% decline in total viewers and a -12% in the demo.

Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live+SD Current Week (w/o 8/4/25), Previous Week (w/o 8/5/25) and Year-Ago Week (w/o 8/5/24). Most Current Data Stream: 2024-2025 Season (9/23/24-8/10/25) and 2023-2024 Season (9/25/23-8/11/24). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.