The morning news shows started off the 2025-2026 broadcast season with good news for NBC’s Today for the week of September 22.

NBC News’ Today overtook ABC News’ Good Morning America to become the most-watched morning show in total viewers and the Adults 25-54 demo in the week. It leaped ahead of GMA courtesy of 94,000 additional viewers. However, its lead in the advertiser-coveted demo tightened as GMA showed some growth.

Meanwhile, Today and CBS News’ CBS Morning saw growth in total viewers, while GMA was the only newscast to see gains in the advertiser-coveted demo of Adults 25-54.

This was also the first week that the networks began using Nielsen’s big data and panel national TV ratings. It combines the firm’s panel measurement with data from cable, satellite set-top boxes, and sm

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