NBC News’ Today regained its position as the No. 1 morning show in the Adults 25-54 demo for the week of July 28. In the total viewer front, ABC News’ Good Morning America remained America’s most-watched morning show during the just concluded week.

A healthy cushion of 67,000 additional demo viewers separated Today from GMA. Unfortunately for GMA, it was the only show to see week-to-week declines in the advertiser-coveted demo. However, the final week of July saw all morning shows record viewership gains in total viewers.

According to live-plus-same-day data from Nielsen, GMA averaged 2.679 million total viewers and 470,000 viewers in the A25-54 demo for the week of July 28. Compared to the previous week, ABC News’ morning show was up +2% in total viewers but fell by -2% in the demo—the only morning show with demo declines. Looking at its performance to the same week in 2024 (July 29), GMA was up by +5% in total viewers and +8% in the demo. 

Today reclaimed its No. 1 position in the demo and finished in second place in total viewers with 537,000 and 2.417 million viewers, respectively. After losing its top position during the prior week, 67,000 additional demo viewers propelled Today to the top spot. The broadcast experienced a +5% uptick in total viewers and +13% in the demo compared to the previous week. Looking at how it performed during the same week in 2024, when the morning show was in Paris, Today was down by double-digits in total viewers (-23%) and the demo (-29%).

CBS Mornings had 1.844 million total viewers and 330,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was up +2% in total viewers and +15% in the demo. During the same period in 2024, CBS Mornings experienced a -7% decline in total viewers but saw a +5% viewer increase in the demo.

Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live+SD Current Week (w/o 7/14/25), Previous Week (w/o 7/7/25) and Year-Ago Week (w/o 7/15/24). Most Current Data Stream: 2024-2025 Season (9/23/24-7/20/25) and 2023-2024 Season (9/25/23-7/21/24). Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.