What is the story about?
What's Happening?
NBC's Today show has emerged as the most-watched morning news program for the week of September 22, 2025, surpassing ABC's Good Morning America (GMA) in total viewers and the Adults 25-54 demographic. Today gained an additional 94,000 viewers, leading to its top position. Despite this, GMA showed growth in the advertiser-coveted demographic, narrowing the gap between the two shows. CBS Mornings also experienced an increase in total viewers, although it saw a decline in the Adults 25-54 demographic. This week marked the first use of Nielsen's new big data and panel national TV ratings, which combine traditional panel measurement with data from cable, satellite set-top boxes, and smart TVs.
Why It's Important?
The shift in viewership highlights the competitive nature of morning news programming and the importance of the Adults 25-54 demographic, which is highly valued by advertisers. NBC's Today maintaining its lead in total viewers and the key demographic suggests strong audience engagement and potential advertising revenue. Meanwhile, GMA's growth in the demographic indicates its resilience and ability to attract younger viewers, which could influence future programming and marketing strategies. The introduction of Nielsen's new rating system may also impact how networks assess their performance and strategize to capture audience share.
What's Next?
As the new broadcast season progresses, networks are likely to adjust their content and marketing strategies to capitalize on viewership trends. NBC may focus on maintaining its lead by enhancing its programming to retain its audience, while ABC might explore ways to further increase its appeal to the key demographic. CBS will likely aim to boost its performance in both total viewers and the demographic. The ongoing competition among these networks will continue to shape the landscape of morning news programming.
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