Good Morning America Dropped Behind Today Show in Ratings
ABC News is weighing significant structural changes after its flagship morning program lost its long-held top position.
Updated on Sept. 29, 2026 in Television
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During the 2025-2026 season, Good Morning America averaged 2.8 million total viewers, falling behind NBC's Today show for the first time since the 2011-12 season. The decline marks a significant shift in morning television dominance for the network.
Why it matters
The shift in viewership is attributed by some reports to increased sponsor-driven content, which may be driving audiences away. ABC News is now evaluating personnel changes and potential salary cuts to address the ratings slump.
GMA finished the 2025-2026 season with 2.8 million total viewers, trailing the 2.9 million viewers recorded by NBC's Today show. This gap follows a period of competition where GMA had held the top spot for over a decade.
The players
Almin Karamehmedovic
He serves as the president of ABC News and is overseeing the network's strategic response to declining ratings.
Simone Swink
She serves as the executive producer for Good Morning America and is reportedly facing potential termination due to show performance.
ABC News
This is the American news division of the ABC television network that produces Good Morning America.
NBC
This is the major American broadcast network that produces the Today show, which currently leads in morning ratings.
The details
ABC News president Almin Karamehmedovic is reportedly concerned about the performance, leading to discussions regarding potential executive production leadership changes. Simone Swink is reportedly at risk of being fired as the network seeks to regain its competitive footing.
Timeline
The 2011-12 season was the last time Good Morning America did not hold the number one ratings spot.
The 2025-2026 season saw Good Morning America ratings fall behind NBC's Today show.
Industry Dynamics
This decline signals a potential shift in the long-standing battle for morning show dominance that has defined network television for decades. It reflects how flagship morning franchises are struggling to retain viewers against evolving content strategies and changing audience preferences.
Viewers may notice changes in show production, staffing, or the amount of sponsor-driven content featured in upcoming morning broadcasts. These shifts are intended to alter the viewing experience as the network attempts to win back its audience share.
The takeaway
The struggle for morning ratings highlights how quickly audience loyalty can shift when content priorities change. Networks continue to navigate the difficult balance between monetization through sponsorships and maintaining the core programming that retains viewership.
Further reading
For more on the current state of network broadcasting, explore the latest updates in Television.
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