As the two leaders continue their perennial duel for the top spot, CBS Mornings remains a consistent, though distant, third in the ratings race. For the week of September 28, the CBS News morning offering averaged 1.716 million total viewers and 275,000 viewers in the 25-54 demographic. While the show did manage to grow its total audience by 1% compared to the prior week, it was the only one of the three major programs to see a decline in the key demographic. The show’s demo numbers fell by 2% week-over-week, a slight but notable dip that contrasts with the growth seen at NBC and ABC.
The long-term trajectory for CBS Mornings also presents a more challenging picture than its competitors. When compared to the same week in 2025, the program’s total viewership is down by 9%, and its performance in the 25-54 demo has slipped by 3%. While CBS has carved out a distinct niche for itself with a focus on more long-form storytelling and hard news, these latest figures suggest that the program is struggling to maintain the same year-over-year growth momentum as the other two networks. The 9% drop in total viewers compared to last year is particularly significant, as it indicates a contraction in the show’s overall reach during a time when both Today and GMA are finding ways to expand theirs.
The metrics used for these evaluations are part of Nielsen’s modern "Big Data Plus Panel" methodology. This system, which has become the industry standard, combines the traditional, highly vetted Nielsen panel of households with massive datasets from cable and satellite set-top boxes as well as smart TVs. This hybrid approach is designed to provide a more accurate and granular view of how Americans are consuming television in an era where viewing habits are increasingly fragmented. For news divisions, these numbers are more than just a point of pride; they are the primary currency used to set advertising rates and determine the financial health of the network’s news operations.
The fact that all three networks saw total viewer growth week-over-week is a positive sign for the broadcast industry. It suggests that despite the proliferation of digital news sources and social media, the traditional morning news program remains a cornerstone of the daily routine for millions of Americans. The second week of the season is often when the "newness" of the fall premieres begins to settle, and the steady climb in total viewers across the board indicates that the networks have successfully captured the attention of the public as they transition into the autumn months.
However, the divergence in demographic performance highlights the differing challenges facing each network. For NBC, the goal is to maintain the status quo and protect a lead that appears to be growing on a year-over-year basis. For ABC, the focus is clearly on momentum, leveraging a 19% demo surge to put pressure on the leader. For CBS, the challenge is to reverse the downward trend in year-over-year viewership and find a way to re-engage the younger demo that shifted away this week.
The competitive gap of 100,000 viewers in the demo between Today and Good Morning America will likely be the primary narrative to watch in the coming weeks. If ABC can sustain even a portion of its 19% growth, the battle for the morning crown could become the closest it has been in several seasons. Conversely, if NBC’s 7% year-over-year growth in the demo is a sign of a larger trend, the peacock network may be on the verge of pulling away once again.
