Not even a collection of stage-blazing performances from the likes of Missy Elliott, Lizzo, Lil Nas X, Normani, and Taylor Swift were enough to help the MTV VMAs drum up an increase in viewership. After netting their worst ratings ever with the 2018 showing (click here for details), the hopes were probably a bit higher for the 2019 edition.
Preliminary figures revealed after its first airing offered a bleak outlook, one confirmed by newly furnished final figures that indicate this year’s take on the annual awards show were their lowest in history.
But, it’s not all bad news. Click below to see what we mean:
Viewership: 1.93 million
“Monday’s kudocast on MTV drew 1.93 million viewers…That’s an all-time low for the flagship channel, down from the previous low — set last year — of 2.25 million viewers…
The awards were also simulcast on 11 other Viacom channels (VH1, Nickelodeon/Nick at Nite, Comedy Central, BET, Paramount Network, CMT, MTV2, TV Land, MTV Classic, Logo and BETHer). The 12-network telecast recorded a 6 percent drop among adults 18-49, which is a better showing than the MTV Movie and TV Awards, Teen Choice Awards, Tony Awards and Billboard Music Awards, all of which fell by double digits. Complete viewership numbers for all 12 channels tallies 4.9 million, also down about 6 percent from last year’s 5.2 million viewers (on 10 channels).”
The good news?
“The awards ceremony also recorded big gains in social and online video views, which were up 85 percent year to year and a key point of emphasis in reaching the network’s core young-adult audience. Social engagement around the VMAs also more than doubled year to year in the month leading up to the awards, per figures from Conviva Social Insights.”
[main photo source: Getty Images]