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.
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.
As the 2026-2027 broadcast season continues to unfold, these weekly ratings reports provide a vital snapshot of the shifting loyalties of the American news audience. With high-stakes reporting and major global events continuing to drive viewers to their screens, the morning news programs remain the primary vehicle for the networks to establish their brand and connect with the public at the start of every day.
September 28, 2026 (Nielsen Big Data + Panel):
ABC Good Morning America:
Total Viewers: 2,722,000
Adults 25-54: 485,000
NBC Today:
Total Viewers: 2,848,000
Adults 25-54: 585,000
CBS Mornings:
Total Viewers: 1,716,000
Adults 25-54: 275,000
Source: Nielsen, NTI Total Viewers, Adults 25-54 and Adults 18-49 National Live+Same Day Big Data Plus Panel Program Ratings Current Week (w/o 9/28/26), Previous Week (w/o 9/21/26) and Year-Ago Week (w/o 9/29/25). Most Current Data Stream: 2026-2027 Season (9/21 – 10/04/26) and 2025-2026 Season (9/22 – 10/5/26).
