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NBC News’ Today cemented its dominance in the Adults 25-54 demo as it was the only morning show with growth in either of the measured categories for the week of May 11.
Today recorded double-digit gains in the prized demo, but, like its peers, registered week-to-week declines among total viewers.
A week after 56,000 demo viewers separated Today from Good Morning America, NBC News’ morning show widened that gap between the two broadcasts, finishing with an additional 164,000 demo viewers.
According to Nielsen’s national live+same-day big data plus program ratings, GMA averaged 2.768 million total viewers and 453,000 viewers in the A25-54 demo for the week of May 11. Compared to the previous week, ABC News’ morning show was down -4% among total viewers and -3% in the demo. When looking at how it performed in the same week in 2025, GMA was up by +7% in total viewers and the demo.
Today was the No. 1 morning show in total viewers and the demo, with 2.99 million and 617,000 viewers, respectively, for the just-concluded week. The broadcast saw a -2% loss in total viewers but grew by double digits (+18%) in the A25-54 demo compared to the previous week. When put up against the same week in 2025, Today was up +20% in total viewers and +7% in the demo.
CBS Mornings had 1.736 million total viewers and 453,000 viewers in the A25-54 demo for the week of May 11. Compared to the previous week, CBS News’ morning show was down by -5% in total viewers and -8% in the demo. Versus the same week in 2025, CBS Mornings was down -9% in total viewers and -10% in the demo—the only morning show with declines within this yearly comparison.
*Please note that year-over-year comparisons are based on Nielsen Big Data+Panel (2025) vs. Panel (2025) measurements.
May 11, 2026 (Nielsen Big Data + Panel):
Source: The Nielsen Company, NTI Total Viewers, Women 25-54, and Women 18-49 Live+SD Current Week (w/o 5/11/26), Previous Week (w/o 5/4/26), and Year-Ago Week (w/o 5/12/25). Season to date: Most Current Data Stream: 2025-2026 Season (9/22/25–5/17/26) and 2024-2025 Season (9/16/24-5/11/25). Season averages based on Big Data Plus Panel ratings start with the 2023-2024 season.
Mark Mwachiro is a TVNewser contributor who has been writing for the blog since March 2022. Based out of New York, Mark has also contributed to ADWEEK.
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