Week of November 25 Morning News Ratings: Today Stays Great with a Little Help from Macy’s
NBC News’ Today remained the most popular morning show in the United States, both in total viewers and among advertiser-rated adults 25-54, for the Thanksgiving week of November 25.
However, this week’s win comes with a big caveat: The show’s performance was bolstered by its annual coverage of the Macy’s Thanksgiving Day Parade, which typically leads Today to a win around the holidays.
Today’s continued reign at No. 1 invited further examination from ABC News’ Good Morning America. According to status Olivier Darcy, the GMAs Top brass acknowledged the series’ struggles in recent weeks. Attention will need to be paid to how they attempt to remedy the situation in the coming weeks. But as the holiday season approaches, changes made during this period may not generate lasting gains.
NOTE: Good Morning America has been renamed Monday (11/25/24), Thursday (11/28/24), and Friday (11/29/24) to GMA-ABC. Today was coded Wednesday (11/27/24) and renamed Friday to Today-TS. CBS Mornings was coded as a Wednesday through Friday special. These renamed broadcasts are excluded from the weekly and seasonal averages. ABC and CBS’ weekly averages are based on two days, Tuesday and Wednesday, and Monday and Tuesday, respectively. NBC’s weekly averages are based on three days (Monday, Tuesday and Thursday).
According to Nielsen live and same-day data, GMA averaged 2.808 million total viewers and 472,000 A25-54 viewers for the week. This translates into a stable result in the first category and a drop of -7% in the second. compared to the the week before. Looking at its performance during the same week in 2023 (the week of November 27), GMA is down -8% in total viewers and -23% in the demo.
Thanks to the Macy’s show, Today saw an influx of 3.214 million total viewers and 849,000 demo viewers, for double-digit gains of +14% and +21%, respectively. Over one year, the show is up +12% in the first category and +20% in the second.
CBS Mornings saw 1.928 million total viewers and 356,000 A25-54 viewers, for weekly declines of -7% and -11%, respectively. Compared to 2023, the show saw a drop of -15% in total audience and -19% in demo.
ABC BNC CBS • Total number of viewers: 2,808,000 3,214,000 1,928,000 • A25-54: 472,000 849,000 356,000
