The week leading to the long Thanksgiving holiday weekend belonged to NBC News’ Today. The program’s winning streak in total viewers and the Adults 25-54 demo extended to five weeks.
Notably, this week’s win received a significant bump from Today’s coverage of the Macy’s Thanksgiving Day parade, which typically lifts NBC News’ morning show.
In addition, Today’s Thursday edition delivered 4.422 million total viewers, giving it its best Thanksgiving Day performance on record and its largest single-day audience since April 6, 2020.
All three morning shows recorded week-to-week gains in total viewers; however, ABC News’ Good Morning America saw a decline in the coveted Adults 25-54 demo.
NOTE: Good Morning America was coded as a special on Thursday (11/27/25) and Friday (11/28/25). Today was coded on Wednesday (11/26/25) and retitled on Friday to Today-TS. CBS Mornings was coded as specials from Wednesday through Friday. These retitled telecasts are excluded from the weekly and season averages. CBS’ weekly averages are based on two days, Monday and Tuesday. While ABC’s and NBC’s weekly averages are based on three days, Monday, Tuesday, and Wednesday and Monday, Tuesday, and Thursday, respectively.
According to national live+same-day big data plus program ratings from Nielsen, GMA averaged 2.908 million total viewers and 469,000 viewers in the A25-54 demo for the week of November 24. Compared to the previous week, ABC News’ morning show was up by +2% in total viewers but down by the same amount in the demo. Looking at its performance to the same week in 2024 (Nov. 25), GMA was up by +4% in total viewers but slid by -1% in the demo.
Today continued to stake its claim as the No. 1 morning show with total viewers and the demo, with 3.458 million and 803,000 viewers, respectively, for the just-concluded week. The broadcast was up +19% in total viewers and +30% in the demo compared to the previous week—with the double-digit increases driven by its Macy’s Thanksgiving Day Parade coverage. Looking at how it performed during the same week in 2024, Today was also up by +8% in total viewers but fell by -5% in the demo.
CBS Mornings had 1.953 million total viewers and 321,000 viewers in the A25-54 demo. Compared to the previous week, CBS News’ morning show was up by +8% in total viewers and +15% in the A25-54 demo. During the same period in 2024, CBS Mornings grew by +1% but saw a -10% decline in the demo.
| ABC | NBC | CBS | |
| • Total Viewers: | 2,908,000 | 3,458,000 | 1,953,000 |
| • A25-54: | 469,000 | 803,000 | 321,000 |
Source: The Nielsen Company, NTI Total Viewers, Women 25-54 and Women 18-49 Live+SD Current Week (w/o 11/17/25), Previous Week (w/o 11/3/25) and Year-Ago Week (w/o 11/18/24). Season to date: Most Current Data Stream: 2025-2026 Season (9/22–11/23/25) and 2024-2025 Season (9/16–11/18/24).
