GMA Surges Past “Today” in Morning Show Ratings—Can CBS Mornings Catch Up?

ABC’s “Good Morning America,” NBC’s “Today,” and “CBS Mornings” just wrapped another closely watched ratings week, and the Nielsen data for the week of April 20 reveals a tightening race that could reshape the morning-show pecking order. NBC’s “Today” retained first place overall, averaging 2.996 million total viewers and 639,000 adults 25-54. While the show slipped below the 3 million threshold, it still grew 17 percent year-over-year in total audience and 5 percent in the key demo, buoyed by Savannah Guthrie and Hoda Kotb’s on-air chemistry. ABC’s “Good Morning America” was the only broadcast to post gains in both metrics versus last week, pulling 2.924 million viewers and 508,000 adults 25-54. The gap between “GMA” and “Today” shrank to just 72,000 viewers—its narrowest margin in months—thanks to a 10 percent jump in total viewers and a 9 percent lift in the demo versus the same week in 2025. “CBS Mornings” remained a distant third with 1.756 million viewers and 310,000 demo viewers. The broadcast ticked up 4 percent week-to-week in the demo but fell 7 percent year-over-year in total audience, the only morning franchise showing annual declines. Analysts point to CBS’s ongoing anchor shuffle and the network’s heavier emphasis on hard news as possible factors. Key takeaways for the morning-show ratings battle: • “Today” still leads, but its cushion is razor-thin. • “GMA” is capitalizing on consistent year-over-year momentum and could reclaim No. 1 if trends hold. • “CBS Mornings” is gaining advertiser-coveted viewers week-to-week but must reverse broader audience erosion to stay competitive. Why it matters for advertisers and affiliates: adults 25-54 remain the currency for morning-show ad buys, and all three broadcasts registered positive week-to-week movement in that demo. With upfront season looming, the ability to tout demo growth—even modest—is essential. Looking ahead, each network is rolling out spring programming stunts: ABC is teasing expanded on-location segments, NBC is banking on Olympic preview content, and CBS plans deeper integration with “60 Minutes” reporting. Expect the ratings chess match to intensify as viewers sample new formats across linear, streaming simulcasts, and social clips. For brands seeking daylight placements, the strategic play may hinge on “GMA’s” upward trajectory and “Today’s” still-dominant demo strength, while CBS offers cost-efficient entry to a more news-centric audience. The next Nielsen release could deliver the first lead change of 2026—and set the tone for the all-important summer travel and Olympics advertising window.