The extended July 4th holiday weekend was a boon for all those seeking rest and relaxation. But it was unkind to the broadcast morning shows as all three experienced week-to-week declines in total viewers and the advertiser-coveted Adults 25-54 demo.
NOTE: On Monday (07/01/24), CBS Mornings was retitled to CBS Morn and Today to Today-TS due to the Supreme Court rulings on presidential immunity. On Wednesday, CBS Mornings was retitled to CBS Morn due to the day before the July 4th holiday. All morning shows were retitled on Thursday (07/04/24) and Friday (07/05/24). These shows are excluded from the weekly and season averages, with this week’s averages being based on three days (Monday, Tuesday and Wednesday) for Good Morning America, two days (Tuesday and Wednesday) for Today and one day (Tuesday) for CBS Mornings.
According to live-plus-same-day data from Nielsen, ABC News’ Good Morning America averaged 2.619 million total viewers and 441,000 viewers in the A25-54 demo for the week of July 1. That translates to respective declines of -1% and -5% compared to the previous week. Looking at its performance relative to the same week in 2023 (the week of July 3), GMA was down by -8% in total viewers and -12% in the demo.
NBC News’ Today remained on top in the A25-54 demo with 574,000 viewers and finished second in total viewers with 2.524 million. Compared to the previous week, the show was down by -1% in the former category and -3% in the latter. Today and GMA were separated by only 95,000 viewers among total viewers. It’s worth noting that Today was the only morning show to see year-to-year growth, with a +4% bump in total viewers and +7% rise in the demo.
CBS Mornings came in third place with 1.968 million total viewers and 357,000 viewers in the A25-54 demo. Compared to the previous week, it was down -1% in total viewers and -4% in the demo. Year-to-year, CBS Mornings dropped in both measured categories by -3% and -15%, respectively.
Nielsen live-plus-same-day numbers for the week of July 1, 2024:
| ABC | NBC | CBS | |
|---|---|---|---|
| • Total Viewers: | 2,619,000 | 2,524,000 | 1,968,000 |
| • A25-54: | 441,000 | 574,000 | 357,000 |
Source: The Nielsen Company, NTI Total Viewers, Adults 25-54 and Adults 18-49 Live + SD Current Week (w/o 7/1/24), Previous Week (w/o 6/24/24) and Year-Ago Week (w/o 6/26/23). Most Current Data Stream: 2023-2024 Season (9/25/23–7/7/24) and 2022-2023 Season (9/19/22–7/2/23), Beginning 8/31/20, national ratings also include Out of Home (OOH) viewing. Averages based on regular telecasts.