The morning news ratings are in for the week of May 4, and it was good news and bad news for NBC News’ Today, which extended its lead in total viewers but is being chased in a tight demo race.
According to AdWeek, citing Nielsen’s national live+same-day big data plus program ratings, Today remained in the No. 1 spot with an average of 3.059 million total viewers and 523,000 viewers in the coveted Adults 25-54 demographic. This was up 1 percent in total viewers compared to the week prior but down 12 percent in the key demo.
The show, hosted by Savannah Guthrie and Craig Melvin, extended its lead over ABC News’ Good Morning America by over 150,000 total viewers. However, only 56,000 viewers separated the two programs in the 25-54 demo.
Today was also up 18 percent in total viewers when compared to the same period in 2025, though it dropped 16 percent in the demo.
Good Morning America, hosted by Robin Roberts, George Stephanopoulos, and Michael Strahan, averaged 2.892 million total viewers and 467,000 demo viewers for the week of May 4. This was down 2 percent in total viewers and down 2 percent in the demo compared to the previous week.
However, GMA was up in both measured categories compared to the same period last year. The show was up 6 percent in total viewers and up 3 percent in the key demo.
CBS Mornings, meanwhile, trailed with 1.834 million total viewers and 303,000 demo viewers for the week of May 4. Compared to the week before, the show was up 1 percent in total viewers and up 2 percent in the demo, making it the only morning show to post week-to-week gains in both categories.
When compared to last year, the show, hosted by Gayle King and Nate Burleson, was down 6 percent in total viewers and down 5 percent in the key demo.
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