This dip in NBC’s performance allowed its primary rival, ABC News’ "Good Morning America," to close the distance significantly. The viewership gap between the two programs narrowed to fewer than 100,000 total viewers, marking a tightening of the race that industry observers are watching closely as the fall television season begins to take shape. While NBC continues to hold the crown, the resilience of ABC’s flagship morning show suggests a competitive parity that has become a hallmark of the current era of broadcast news.
The week following the Labor Day holiday is traditionally a period of transition for television ratings, as audiences return to their regular routines and networks resume their standard programming schedules. In this environment, "Good Morning America" distinguished itself as the sole program among the "big three" to finish the week with growth in both total viewers and the key demographic. Meanwhile, at CBS News, the return of Norah O’Donnell to "CBS Mornings" appeared to pique the interest of viewers, contributing to an uptick in total viewership for the network even as it struggled to maintain its footing in the younger demographic.
The data for the week, provided by Nielsen’s national live-plus-same-day big data plus program ratings, reflects a complex picture of audience behavior. It is important to note that the weekly averages for all three networks—ABC, NBC, and CBS—were calculated based on a three-day period from Tuesday to Thursday. This adjustment was necessitated by the Labor Day holiday on Monday, September 7, and a specific breakout coding for Friday, September 11. On the Monday holiday, all three morning shows were retitled as specials, a common industry practice that prevents holiday viewership—which is typically lower and less representative of standard habits—from skewing the weekly and seasonal averages. Similarly, the Friday broadcasts were excluded from the weekly calculations, ensuring that the data presented reflects the core mid-week performance of each program.
In the primary race for total viewers, NBC’s "Today" averaged 2.834 million people. While this was enough to keep the show in the number-one spot, it represented a 1% decline from the previous week. The show also saw a 5% drop in the Adults 25-54 demographic, averaging 598,000 viewers in that category. This demographic is particularly critical for news organizations, as it represents the age bracket most sought after by advertisers, who view these viewers as having the highest purchasing power and long-term brand loyalty.
Despite the week-over-week decline, the "Today" show’s long-term trajectory remains robust when viewed through a wider lens. When compared to the same week in 2025, NBC’s morning powerhouse saw an 11% increase in total viewers and a 4% gain in the key demographic. This year-over-year growth suggests that while the post-holiday week may have seen a slight cooling of interest, the program has significantly expanded its base over the past twelve months. The lead NBC currently enjoys over ABC stands at 92,000 total viewers, a margin that, while thin, remains a point of pride for the network.
