Nielsen Ratings Show Morning Show Shifts on April 27
Review the April 27 Nielsen ratings for Today, GMA, and CBS Mornings to adjust targeting.
Adjust media buys for morning shows based on the latest Nielsen ratings and retitling changes.
Summary
On April 27, Nielsen’s Big Data+Panel released the latest weekly ratings for the three major U.S. morning shows.
Today topped the charts with 3.014 million total viewers and 597 k adults 25‑54, while Good Morning America (GMA‑ABC) had 2.961 million viewers and 475 k in the demo. CBS Mornings (CBS Morn) drew 1.815 million viewers and 298 k adults 25‑54. Week‑over‑week, Today gained 1 % in total viewers but lost 7 % in the demo, GMA gained 1 % total and lost 6 % demo, and CBS gained 3 % total but fell 4 % demo. The shows were recently retitled—GMA‑ABC, Today‑TS, and CBS Morn—to reflect network branding changes. Year‑over‑year, GMA grew 10 % in total viewers and 7 % in the demo, Today rose 17 % total and flat in the demo, while CBS fell 6 % total and 1 % demo. All figures come from Nielsen’s Big Data+Panel, which blends panel and big‑data measurements. Advertisers should adjust media buys to reflect these shifts and the new show titles.
Key changes
- Today led with 3.014 M viewers and 597 k adults 25‑54
- GMA had 2.961 M viewers and 475 k demo
- CBS Mornings drew 1.815 M viewers and 298 k demo
- Today gained 1 % total viewers but lost 7 % demo
- GMA gained 1 % total viewers but lost 6 % demo
- CBS gained 3 % total viewers but fell 4 % demo
- Shows were retitled to GMA‑ABC, Today‑TS, CBS Morn
- Year‑over‑year growth: GMA +10 % total, +7 % demo; Today +17 % total, flat demo; CBS -6 % total, -1 % demo