After ceding its status as the most-watched morning show in the U.S. to NBC’s Today for the past seven weeks, ABC’s Good Morning America bounced back, winning the most viewers overall for the five days ending Jan. 19. Today continued its dominance, however, in the more important category, winning viewers between 25 and 54, the demographic coveted most by advertisers.
For the second consecutive week, the first two hours of the NBC morning program surged ahead of the show’s main rival, Good Morning America — not only capturing its usual lead among people 25-54, the demographic most coveted by advertisers — but among overall audiences as well. It’s the first time the venerable A.M. show has done so since late 2016, when it beat GMA among total viewers for the weeks of Dec. 12 and Dec. 19, 2016.
The Nielsen company said Today had more viewers than Good Morning America all five days last week — the first time that has happened in nearly a year.