“Today” has extended its lead over “Good Morning America” in the morning news ratings race, marking its seventh consecutive week at the top, according to Nielsen data released Tuesday. The NBC program averaged 3.252 million total viewers and 660,000 viewers in the adults 25-54 demographic for the week of March 2, 2026.
The gains for “Today” come as “Good Morning America” experienced declines in both total viewership and the key demographic, falling 5% week-over-week to 2.985 million total viewers and 496,000 in the 25-54 demo. GMA was the only morning newscast to see week-to-week declines in both categories.
The competitive landscape in morning television has seen recent shifts, with both CBS’s morning program undergoing a brief period of retitling. Initially rebranded as “CBS Morn” on March 2, 2026, it reverted to “CBS Mornings” by March 4, 2026. Nielsen ratings for these retitled broadcasts were excluded from weekly and season averages. CBS’s weekly average is based on three days (Tuesday, Thursday, and Friday), while NBC’s weekly averages are based on four days (Tuesday-Friday).
Despite the weekly decline, “Good Morning America” saw year-over-year gains, increasing by 9% in total viewers and 4% in the demo compared to the same week in 2025. This makes it the only morning show to demonstrate year-over-year growth within this comparison. “Today” also experienced year-over-year growth in total viewers, up 21%, but saw a slight decrease of 1% in the demo.
CBS Mornings reported 1.775 million total viewers and 278,000 viewers in the A25-54 demo. The program remained flat in total viewers compared to the previous week but registered a 9% gain in the A25-54 demo. CBS Mornings was the only morning show with viewership declines in both measured categories when compared to the same period in 2024.
The recent period of heightened international news coverage, particularly focusing on unrest in the Middle East, is believed to have favored “Today,” drawing increased viewership during the first week of March.
As of March 11, 2026, Good Morning America highlighted fashion collaborations between Wrangler and Avirex, as well as new spring offerings from Cole Haan, alongside deals from Wayfair, Macy’s, Nordstrom, Pottery Barn, Eloquii, and Gap. Panera Bread also announced new spring beverages, including Energy Refreshers and Frescas. The 98th Academy Awards are scheduled to take place later this month.
