GMA shakeup: Why ABC’s morning powerhouse is scrambling after ratings crash

The Ratings Reality Check

The vibes at ABC’s “Good Morning America” are officially off. After holding the top spot for over a decade, “GMA” just lost its crown to NBC’s “The Today Show” during the 2025-2026 season.

The numbers aren't lying: “Today” pulled in 2.9 million total viewers compared to “GMA’s” 2.8 million. Even worse, the coveted 25-54 demographic—where the ad money actually lives—heavily favored NBC, with “Today” grabbing 612,000 viewers to “GMA’s” 477,000. It’s an L for the ABC team, marking their first loss since the 2011-12 season.

Why the Plot is Thickening

Insiders are pointing to a few major factors. First, “Today” got a massive organic boost from the Winter Olympics, the Super Bowl, and a viral news cycle surrounding Savannah Guthrie’s family.

But internally, things are messy. The trio of Robin Roberts, Michael Strahan, and George Stephanopoulos are rarely in the studio together, and reports suggest the off-camera chemistry is nonexistent—or worse. Sources claim the anchors “detest” each other, and with each star pulling in north of $15 million a year, Disney is looking to aggressively trim those costs. Real talk: pay cuts are likely on the table, and nobody wants that.

Leadership and 'Disneyfication'

ABC News president Almin Karamehmedovic is reportedly very concerned, and executive producer Simone Swink is feeling the heat. Critics argue the show has become “unwatchable” because it’s leaned too hard into corporate synergy and sponsor-driven segments. From pushing Disney cruise lines to a controversial recent segment where skier Lindsey Vonn promoted a pharmaceutical drug, viewers are feeling like the show has lost its authentic edge. The takeaway? It’s giving “sellout,” and the audience is bouncing.

Why it matters

When a legacy show loses its No. 1 status, it’s not just a blow to the ego—it’s a direct hit to the bottom line. With ad revenue tied to those morning ratings, expect to see major contract negotiations and potentially a total refresh of the talent roster as ABC tries to claw back its market share.