Holiday Weekend’s Impact on Television Ratings

Morning Show Ratings Shift: ‘Good Morning America’ Leads in viewership Despite Weekly Decline

New York, NY – July 8, 2025 – ‘Good Morning America’ (GMA) secured the highest total viewership among the three major broadcast morning shows for the week of June 30th, according to data released by The Nielsen Company. This comes despite the program recording declines in both total viewers and the key A25-54 demographic.

Ratings overview for the Week of June 30th

The latest ratings report reveals a competitive landscape in the morning news arena. While GMA attracted the largest overall audience, ‘Today’ demonstrated meaningful gains in viewership. CBS Mornings maintained a steady performance in certain areas,but faced challenges in overall growth.

GMA averaged 2.602 million total viewers and 444,000 viewers in the A25-54 demographic. However, the ABC program experienced a 2% decrease in total viewers and a 7% drop in the A25-54 demo compared to the previous week. Looking at year-over-year comparisons, GMA was down 1% in total viewers but saw a 1% increase in the A25-54 demo when compared to the same week in 2024.

‘Today’ secured the second position in total viewership with 2.534 million viewers, but led in the A25-54 demographic, attracting 579,000 viewers. The NBC broadcast experienced ample growth, with a 10% increase in total viewers and a 16% surge in the A25-54 demo compared to the prior week.compared to the same week in 2024, ‘Today’ remained flat in total viewers but increased its A25-54 viewership by 1%.

CBS mornings garnered 1.822 million total viewers and 297,000 viewers in the A25-54 demo. The CBS program held steady in total viewership week-over-week and saw a 3% increase in the A25-54 demo. However, when compared to the same week in 2024, CBS Mornings experienced a 7% decline in total viewers and a 17% decrease in the A25-54 demo.

Statista reports that morning show viewership has become increasingly fragmented in recent years,with the rise of digital platforms and on-demand content.

Key Ratings Breakdown

	ABC (GMA)	NBC (Today)	CBS (CBS Mornings)
• Total Viewers:	2,602,000	2,534,000	1,822,000
• A25-54:	444,000	579,000	297,000

Did You Know? The morning show landscape has evolved considerably since the 1980s, with increased competition and a focus on lifestyle content alongside traditional news coverage.

Pro Tip: Understanding demographic ratings, like A25-54, is crucial for advertisers, as it represents a key consumer group.

Data Considerations

It is significant to note that ratings data was affected by specific circumstances during the week of measurement. ‘Good Morning America’ and ‘Today’ were temporarily retitled as GMA-ABC and Today-TS, respectively, and all three programs were coded as specials on friday, July 4th, due to the independence Day holiday. These retitled telecasts were excluded from weekly and season averages. Additionally,NBC’s weekly averages were calculated based on two days (Monday and Tuesday),while ABC’s were based on three days (Monday – Wednesday),and CBS’ on four days (Monday – Thursday).

The evolving Morning Show Format

The format of morning shows has undergone a dramatic transformation over the decades. Initially focused on news and weather, they now incorporate a wider range of segments, including lifestyle features, celebrity interviews, and human-interest stories. This shift reflects changing audience preferences and the need to attract a broader demographic. The rise of streaming services and on-demand content has also forced traditional morning shows to adapt and innovate to remain relevant.

Frequently Asked Questions

What are yoru thoughts on the current state of morning television? Do you think traditional morning shows can continue to thrive in the age of streaming?

Share your opinions in the comments below!

How do changing consumer habits, specifically the rise of streaming services, contribute to the decline in customary television ratings during holiday weekends?

The Predictable Dip: Why Ratings Fall During Long Weekends

Holiday weekends consistently demonstrate a noticeable impact on television ratings. While counterintuitive – one might assume more free time equates to more TV viewing – the reality is a notable drop in viewership across most traditional television channels. This isn’t a new phenomenon; it’s a well-documented trend observed for decades,especially around major holidays like Memorial Day,July 4th,Labour Day,and Thanksgiving. Several factors contribute to this decline in TV ratings.

Outdoor Activities: Warmer weather and extended time off encourage people to participate in outdoor activities – vacations, barbecues, travel, and recreational events.

Travel: Increased travel during holiday weekends pulls viewers away from their televisions. Road trips, flights, and stays at hotels meen less time spent in front of a screen.

Social Gatherings: Family and friend gatherings become a priority, shifting entertainment focus from television to in-person interactions.

Alternative Entertainment: The rise of streaming services (Netflix, Hulu, Disney+) and on-demand content provides viable alternatives to scheduled television programming.

Shifting viewership: The Rise of Streaming & On-Demand

The impact of holiday weekends isn’t simply a decrease in overall television consumption; it’s a shift in how people consume content. While linear TV ratings decline, streaming platforms ofen see a surge in viewership.

Binge-Watching: Long weekends provide the perfect opportunity for binge-watching favorite shows or exploring new content on streaming services.

On-Demand Convenience: Viewers can catch up on missed episodes or watch programs at their convenience, rather than adhering to a fixed broadcast schedule.

mobile Viewing: Streaming allows for viewing on mobile devices, making entertainment accessible during travel or outdoor activities.

Holiday-Themed Content: Streaming services often curate holiday-themed content, attracting viewers seeking festive entertainment.

This trend is supported by Nielsen data consistently showing a decline in traditional TV viewership during holidays, coupled with reports from streaming platforms indicating increased subscriber engagement. The 2023 July 4th weekend,for exmaple,saw a 15% drop in broadcast TV viewership compared to the average weekend,while streaming hours increased by 8% (Source: Nielsen & Parrot Analytics).

Genre Performance: What holds Up During Holidays?

Not all genres suffer equally during holiday weekends. Some types of programming demonstrate more resilience than others.

Live Sports: Major sporting events,particularly those with national appeal (e.g.,MLB,NASCAR,major golf tournaments),frequently enough maintain strong ratings,even during holidays. The communal viewing experience and live nature of these events are key factors.

News Coverage: Breaking news or significant events can draw viewers back to traditional television, regardless of the holiday.

Holiday Specials: Classic holiday specials (e.g., Thanksgiving Day Parade, Christmas movies) can still attract a dedicated audience, particularly among families.

Reality TV: Certain reality TV franchises with devoted fan bases can maintain relatively stable ratings.

However, even these genres experience a degree of decline compared to their typical performance. The competitive landscape of streaming and alternative activities still exerts a significant influence.

The Impact on Advertising & TV Revenue

The decline in television ratings during holiday weekends has significant implications for advertising revenue.

Reduced Ad inventory Value: Lower viewership translates to reduced value for advertising slots. Advertisers are willing to pay less to reach a smaller audience.

Shift in Ad Spend: Advertisers are increasingly shifting their ad spend from traditional television to digital platforms, including streaming services and social media, to reach viewers where they are.

Strategic Ad Placement: Networks attempt to mitigate the impact by strategically placing ads during high-performing programming (e.g., live sports) or offering promotional discounts.

Increased Focus on Data & Targeting: the need for precise audience targeting becomes even more critical during periods of fragmented viewership.

Case Study: Super Bowl vs. July 4th Weekend

A compelling comparison can be drawn between the Super Bowl and the July 4th weekend. The Super Bowl consistently breaks television ratings records, demonstrating the power of a major live event. However, the July 4th weekend consistently shows a significant dip. this highlights that event-driven viewership can overcome the general holiday weekend trend, while regularly scheduled programming suffers. The Super Bowl benefits from being a singular, highly anticipated event, while the July 4th weekend offers a multitude of competing activities.

Practical Tips for Broadcasters & Advertisers

Navigating the challenges of holiday weekend ratings requires a proactive approach.

Content Scheduling: Avoid scheduling major premieres or critical programming during holiday weekends.

Promotional Strategies: Focus on promoting on-demand content and streaming options.

Targeted Advertising: Utilize data analytics to target advertising to specific demographics and interests.

Cross-Platform Campaigns: Integrate television advertising with digital marketing efforts.

* Embrace Streaming: Invest in streaming platforms and develop original content to capture a wider audience.

The Future of Holiday Weekend Viewing

The trend of declining