'Music's Biggest Night' A Huge Hit Across Online, Mobile and Social Platforms
February 14, 2012 at 3:42 AM (PT)
With the help of CBS.COM, GRAMMY.COM and the GRAMMY Live app for the iPAD, iPHONE and iPOD Touch, the 54th annual GRAMMY AWARDS set a new social TV record with more than 13 million social media comments, topping the recent record set by the 2012 SUPER BOWL last week and 25 times bigger than 2011.
In addition, the GRAMMY Live iPAD App was the #1 free entertainment iPAD App on SUNDAY as viewers downloaded the app for access to live videos, blogging, tweets, news and behind-the-scenes GRAMMY cams. Online and across mobile platforms, more than one million unique viewers tuned into GRAMMY Live, a three-day online and mobile event from CBS.COM and THE RECORDING ACADEMY.
"We wanted to go all out this year in creating a second-screen experience that was going to help us drive excitement and tune-in for the awards, as well as give viewers access to content and videos that added another element to the broadcast," said CBS Interactive Entertainment SVP/GM Lifestyle Division MARC DEBEVOISE. "The interplay between TWITTER, FACEBOOK and GRAMMY Live created a real-time water cooler effect as evidenced by the huge numbers we're seeing across all social media platforms."
"Across the board -- online, mobile and social -- we saw huge increases in the interaction people had with this year's GRAMMY AWARDS," said THE RECORDING ACADEMY Chief Marketing Officer EVAN GREENE. "We're thrilled that our efforts to engage people in the show paid off both in terms of how much activity we saw across all the interactive platforms, as well as the GRAMMY's telecast's significantly increased viewership."
THE 54th ANNUAL GRAMMY AWARDS delivered more than 39.9 million viewers, the largest GRAMMY audience since 1984 and the second largest in history, according to NIELSEN updated live plus same day ratings for SUNDAY, FEBRUARY 12th.