For the week ending June 29, 2026, CBS Mornings stood out as the only major network morning program to experience growth in both total viewers and the advertiser-coveted Adults 25-54 demographic. According to Nielsen national live-plus-same-day ratings, the program saw a 5% increase in total viewership and a 14% gain in the key demo compared to the previous week, even as competitors faced mixed results during the lead-up to the Independence Day holiday.
Morning Show Performance Trends
The morning news landscape remains a tight race between long-standing leaders, with only 59,000 total viewers separating the top two programs. NBC’s Today maintained the No. 1 position in total viewers with 2.827 million, though the broadcast recorded a 5% decline in total viewership and a 10% drop in the 25-54 demographic compared to the week of June 22. Despite these weekly dips, Today showed year-over-year strength, growing 12% in total viewers compared to the same week in 2025.
ABC’s Good Morning America (GMA) held the second spot, averaging 2.768 million total viewers. While the show saw a marginal 1% decrease in total audience from the previous week, it posted a 1% gain in the 25-54 demo. When measured against the same period in 2025, GMA demonstrated growth of 6% in total viewers and 2% in the demo.
Nielsen Ratings Breakdown
The following data reflects the weekly performance for the period beginning June 29, 2026, based on Nielsen’s National Live+Same Day Big Data Plus Panel program ratings:
| Program | Total Viewers | Adults 25-54 |
|---|---|---|
| Today | 2,827,000 | 568,000 |
| GMA | 2,768,000 | 455,000 |
| CBS Mornings | 1,738,000 | 288,000 |
Methodology and Market Context
These figures exclude specific retitled telecasts due to the Fourth of July holiday, which occurred at the end of the week. For the purpose of this analysis, weekly averages are calculated based on three days of programming: Monday, Wednesday, and Thursday.
Industry analysts often prioritize the Adults 25-54 demographic as it represents the primary target for network advertising revenue.