NBC News’ Today continued to be America’s most-watched morning show in total viewers and the advertiser-coveted demo of Adults 25-54 for the week of Jan. 20. However, the newscast’s total viewer count moved to thin ice territory as only 29,000 total viewers separated it from ABC News’ Good Morning America. 

Considering that the gap between the two shows was 89,000 total viewers the week prior, this might be the start of a worrying trend for NBC News. And with viewers still warming up to Today’s new duo of Savannah Guthrie and Craig Melvin, GMA may seek to use this opportunity to reclaim first place in total viewers.

While Today finished first, all three morning shows posted week-to-week declines in total viewers, while CBS Mornings was the only newscast to see growth in the demo.

According to live-plus-same-day data from Nielsen, GMA averaged 2.740 million total viewers and 478,000 viewers in the A25-54 demo. Compared to the previous week, the newscast dipped -1% in the former category and -3% in the latter. Looking at its performance alongside the same week in 2024 (the week of Jan. 22), GMA was down in total viewers by -4% and -14% in the demo. 

Today finished the week with 2.769 million total viewers and 662,000 A25-54 viewers, for declines of -3% and -5% in those respective categories. Year-to-year, the show was down by -1% in total viewers and by -5% in the demo.

CBS Mornings saw 2.003 million total viewers and 388,000 A25-54 viewers for dips of -1% in the former category and a +6% bump in the latter. Compared to the same period in 2024, CBS Mornings was down -15% in total viewers and -30% in the demo.

Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live+SD Current Week (w/o 1/20/25), Previous Week (w/o 1/13/25) and Year-Ago Week (w/o 1/22/24). Most Current Data Stream: 2024-2025 Season (9/23/24-1/26/25) and 2023-2024 Season (9/25/23-1/28/24). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.