The landscape of morning television remains a fiercely contested battlefield as the second week of the 2026-2027 broadcast season concluded with a wave of momentum for the major networks. For the week of September 28, 2026, the trio of major morning news programs—ABC’s Good Morning America, NBC’s Today, and CBS Mornings—all reported gains in total viewership, signaling a healthy start to the autumn season. However, while total audience numbers were up across the board, the most intense competition continues to unfold within the advertiser-coveted demographic of adults aged 25 to 54. In this critical metric, ABC’s Good Morning America made significant strides, recording double-digit growth that has tightened the race for dominance in the morning news market.
According to the latest national live-plus-same-day data from Nielsen, which incorporates both big data and program ratings, the overall health of the morning news genre appears robust as viewers return to their post-summer routines. The second week of a new broadcast season is traditionally viewed by industry analysts as a vital indicator of a program’s staying power and its ability to retain the audience gathered during the highly publicized season premieres. This year, the data suggests that audiences are not only sticking around but are engaging at higher rates than they were during the opening week of the season.
NBC’s Today show continues to occupy the top spot in the ratings hierarchy, maintaining its long-held position as the leader in both total viewers and the key 25-54 demographic. For the week of September 28, Today averaged 2.848 million total viewers, a performance that reflects the show’s enduring appeal and the stability of its current anchor lineup. When compared to the previous week, the NBC mainstay grew its total audience by 2%, a steady increase that underscores its consistency in a volatile media environment.
The dominance of Today is even more pronounced in the demographic that matters most to Madison Avenue. The program averaged 585,000 viewers in the A25-54 category, representing a 3% increase over the previous week. This growth in the demo is particularly noteworthy because it demonstrates Today’s ability to attract the younger, more affluent viewers that advertisers are willing to pay a premium to reach. When looking at the broader historical context, Today’s performance for this week in 2026 is significantly stronger than it was during the same period in 2025. Compared to the previous year, the show saw a 6% increase in total viewers and a 7% jump in the key demo, suggesting that the program has successfully expanded its reach over the past twelve months.
Despite NBC’s continued reign, the real story of the week lies in the aggressive surge seen by ABC’s Good Morning America. While Today remains the frontrunner, GMA is keeping the competitive heat at a high intensity by registering substantial gains that have narrowed the lead between the two programs. For the week of September 28, GMA averaged 2.722 million total viewers and 485,000 viewers in the A25-54 demographic. These figures represent an 8% increase in total viewership compared to the previous week, but the most striking figure is the 19% jump in the demo.
This double-digit growth in the advertiser-coveted demographic is a significant achievement for ABC News, as it suggests a successful effort to re-engage younger viewers as the fall season gets underway. The 19% week-over-week spike has effectively brought the gap between GMA and Today down to exactly 100,000 viewers in the demo. In the world of broadcast television, a gap of 100,000 is considered highly competitive, placing GMA within striking distance of its rival. Furthermore, GMA showed growth when compared to its 2025 performance, with total viewers up 2% and the demo up 3% year-over-year. While these yearly gains are more modest than those seen by NBC, the immediate momentum behind ABC’s morning flagship is undeniable.
