For the week of August 10, ABC secured the top spot in total viewers for its morning broadcast Good Morning America, drawing an average of 2.772 million viewers according to Nielsen live+same-day big data program ratings, edging past NBC and its rival program Today by 15,000 viewers.
Here is the math. While NBC maintained its dominance in the coveted Adults 25-54 demographic with 586,000 viewers, Today slipped 1% in that category compared to the prior week. Meanwhile, ABC capitalized on a 2% week-over-week gain in total viewers and a 4% increase in the demographic to capture the top ranking.
The Bottom Line
- Market Share Dynamics: ABC’s Good Morning America captured 2.772 million total viewers for the week of August 10, narrowly defeating NBC’s Today at 2.757 million.
- Demographic Divergence: NBC retained its stronghold in the core advertiser demographic (Adults 25-54) with 586,000 viewers, despite sliding 1% week-over-week.
Ratings Divergence and the Demographic Tug-of-War
The latest Nielsen data highlights a divergence between the two legacy morning programs. ABC’s Good Morning America posted an 11% year-over-year surge in total viewers compared to the equivalent week in 2025. NBC continues to lead the 25-54 age bracket preferred by consumer packaged goods brands through Today.
According to Nielsen’s national live+same-day figures, CBS Mornings captured 1.707 million total viewers and 274,000 demo viewers during the same period. While CBS saw a 5% bump in total viewers week-over-week, it remained the only broadcast to decline in the yearly demographic comparison, slipping 4% relative to August 2025.
| Network / Show | Total Viewers | WoW Change (Total) | A25-54 Demo | WoW Change (Demo) |
|---|---|---|---|---|
| ABC / Good Morning America | 2,772,000 | +2% | 462,000 | +4% |
| NBC / Today | 2,757,000 | +1% | 586,000 | -1% |
| CBS / CBS Mornings | 1,707,000 | +5% | 274,000 | +7% |
Financial Implications for Media Conglomerates
Disclaimer: The information provided in this article is for educational and informational purposes only and does not constitute financial advice.
