Understanding Evening News Ratings Decline: Insights for Media Executives

Morning News Ratings Reflect Resilience Amidst Global Events

Update The State of Morning News: An Unwavering Viewership In an era where news consumption fluctuates rapidly, the week of June 9 marked a significant moment for the three leading morning news programs: ABC's Good Morning America, NBC's Today, and CBS's CBS Mornings. Despite the ever-evolving landscape of news, these three shows experienced no week-to-week declines in total viewers, reflecting ongoing viewer engagement amidst major national and international events. Key Events Driving Viewership Critical headline stories, including the ICE protests in Los Angeles, a tragic airplane crash in India, and the escalating tensions in the Middle East between Israel and Iran, contributed to this trend. These events underline not only the power of compelling news to attract viewers but also the ability of trusted news programs to maintain relevance and engagement in a crowded digital media landscape. Ratings Breakdown: Who's Leading the Pack? According to the latest Nielsen live-plus-same-day data, Good Morning America maintained an average of 2.598 million total viewers and 478,000 viewers in the key A25-54 demographic for the week. While this marked a plateau in total viewers compared to the prior week, there was a notable 4% uptick in the target demographic. However, year-on-year comparisons show a decline of 3% in total viewership. In second place, Today averaged 2.487 million total viewers and openly claimed the top spot in its target demographic, drawing in 553,000 viewers—a 6% increase from the previous week. This slight tapering in viewership for GMA provides Today with a significant lead, further escalating the competitive tension between these morning shows. Contrastingly, CBS Mornings managed to draw 1.791 million viewers overall, but notably, it suffered a dip of 13% in the A25-54 demographic, becoming the only show to record a loss in viewership that week. Insight into Year-Over-Year Performance Year-over-year comparisons reveal an increasingly competitive environment. For example, Today reported a 4% decrease in overall viewership from the same week in 2024, yet it was the sole show to report 3% growth in its key demographic during that timeframe. In contrast, CBS Mornings continues to struggle, showcasing a worrying 36% drop in the younger demographic. The Bigger Picture: Viewer Sentiment and Market Implications This trend represents more than just ratings; it encapsulates the evolving dynamics of viewer consumption and the relevance of timely content. As news organizations adapt to the ongoing shifts in audience preferences—often favoring on-demand and digitally accessible news—traditional morning broadcasts continue to carve out a niche, proving that there remains a substantial appetite for curated morning news. Potential for Growth in an Ever-Changing Landscape As they navigate these waters, networks may need to leverage insights derived from their ratings data to tailor content that resonates with their audience. Strategies like integrating more in-depth analyses of ongoing crises, offering digital-first content with interactive elements, and engaging viewers through social media could be effective in driving future viewership growth. In today's media space, understanding these nuances will empower executive decision-makers in mid-to-large-sized companies to better grasp the intersection of media engagement and business strategy, particularly as they explore the growing relevance of AI in their operations and marketing efforts.