The seesaw battle for first place in total viewers between Good Morning America and Today shifted in GMA’s favor. The ABC News morning show claimed No. 1 over its NBC News AM rival to begin the 2024-2025 season.

One week after ceding the top spot, GMA reclaimed its throne in total viewers, moving ahead of Today by only 31,000 viewers. It also continued to hold off CBS News’ CBS Mornings for second place in the advertiser-coveted Adults 25-54 demo as 61,000 viewers separated the two shows.

While all three-morning shows saw week-to-week gains in total viewers, CBS Mornings was the only one to register a decline in the demo.

According to live-plus-same-day data from Nielsen, GMA averaged 2.632 million total viewers and 444,000 viewers in A25-54 for the week of Sept. 23. It was up +5% in both total viewers and the demo compared to the previous week. Looking at its performance alongside the same week in 2023, GMA was down a respective -9% and -26% in both of those categories.

Today remained the leader in the demo with 667,000 viewers and fell back to second place in total viewers with 2.601 million. That translates to week-to-week gains of +3% in the latter category and +1% in the former. Year-to-year, Today was down by -6% in both total viewers and the demo. 

CBS Mornings finished the week with 2.093 million total viewers and 383,000 A25-54 viewers. Compared to the previous week, it saw a +5% in total viewers and a -3% dip in the demo. Looking back to 2023, CBS Mornings was down in total viewers and the demo by -4% and -13%, respectively.

Nielsen live-plus-same-day numbers for the week of September 23, 2024: