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.
ABC’s "Good Morning America" (GMA) capitalized on the slight softening of NBC’s numbers, posting a strong performance that saw it average 2.742 million total viewers. This represented a 1% increase over the prior week, a modest but meaningful gain in a market where audience retention is a constant struggle. More impressively, GMA saw a 7% surge in the Adults 25-54 demographic, reaching an average of 488,000 viewers. This growth in the "money demo" is a vital sign for the network, indicating that its content and presentation are resonating effectively with younger and middle-aged audiences.
When compared to its performance during the same week in 2025, "Good Morning America" showed stability and slight growth. The program was up 2% in total viewers year-over-year, while its performance in the 25-54 demographic remained flat. This consistency underscores GMA’s role as a reliable pillar of the ABC News lineup, maintaining its audience even as the broader media environment becomes increasingly fragmented. The 92,000-viewer gap between GMA and "Today" is one of the closest margins seen in recent months, setting the stage for a high-stakes battle for morning supremacy as the networks head deeper into the fourth quarter.
At CBS, the story of the week was defined by the return of a familiar face. "CBS Mornings" averaged 1.64 million total viewers, a 2% increase from the previous week. This uptick coincided with the return of Norah O’Donnell, whose presence has historically been a draw for the network’s audience. The increase in total viewers suggests that curious or loyal viewers tuned in to see O’Donnell back in the anchor chair. However, this gain in raw numbers did not translate to the demographic measurement. In the Adults 25-54 category, "CBS Mornings" averaged 247,000 viewers, which marked a 9% decline compared to the previous week.
The year-over-year data for CBS presents a more challenging narrative. Compared to the same week in 2025, "CBS Mornings" was down 10% in total viewers and experienced a significant 21% drop in the 25-54 demographic. These declines highlight the difficulties CBS faces in a morning slot that has long been dominated by the two-way race between NBC and ABC. While CBS has often positioned its morning program as a more news-heavy, serious alternative to the infotainment-leaning styles of its competitors, the current ratings suggest that the network is struggling to retain its share of the audience in a rapidly evolving market.
The broader context of these ratings is also influenced by changes in how television audiences are measured. The year-over-year comparisons utilize Nielsen’s Big Data plus Panel measurement for 2026, whereas the 2025 data relied on the traditional Panel-only system. This transition to a more comprehensive data-gathering method, which incorporates millions of households via smart TVs and cable boxes alongside the traditional representative panels, is intended to provide a more accurate reflection of modern viewing habits. However, it also means that direct comparisons between years can sometimes reflect changes in methodology as much as changes in actual viewer behavior.
The significance of the Tuesday-through-Thursday average cannot be overstated in interpreting these results. By focusing on the mid-week period, the networks and advertisers get a clearer look at "appointment viewing"—the viewers who tune in as part of their daily routine without the interference of holiday travel or the unique news cycles that often accompany a Friday. For NBC, the challenge moving forward will be to reverse the slight downward trend seen this week and re-establish the comfortable lead it has enjoyed for much of the season. For ABC, the goal is clear: maintain the momentum of its demographic growth and continue to chip away at NBC’s total viewer lead until the top spot is within reach.
As the television season progresses, the morning shows remain the most valuable real estate in broadcast news. They serve not only as significant revenue generators through advertising but also as the "front door" for the networks, setting the tone for the day’s news coverage and building brand loyalty that carries over into evening news and primetime programming. The narrowing gap between the leaders and the fluctuating interest in the third-place contender ensure that the coming weeks will be a period of intense scrutiny and strategic adjustments for NBC, ABC, and CBS alike.
The current ratings snapshot serves as a reminder of the volatility of the morning news market. While "Today" remains the incumbent leader, the growth seen by "Good Morning America" and the viewer interest sparked by the return of Norah O’Donnell to CBS show that the audience is far from static. As the networks navigate the complexities of new measurement systems and shifting viewer preferences, the battle for every thousand viewers remains as critical as ever. With less than 100,000 viewers separating the top two programs, the race for morning dominance is essentially a dead heat, and the next few weeks of data will be instrumental in determining which network can claim the momentum as the year draws to a close.
