Grammy Ratings' 25.3 Million Viewers Off From Last Year, Online Activity Up
February 9, 2015 at 1:25 PM (PT)
After last year's record-breaking numbers, this year's 57th ANNUAL GRAMMY AWARDS didn't fare quite so well.
In this year's NIELSEN estimate, KEN EHRLICH extravaganza averaged an 8.5 rating in adults 18-49, with 25.3 million viewers overall from 8p to 11:30p (ET) on SUNDAY. That total was down 14% in the demo and 11% in overall audience from last year, and the lowest in six years.
Still, THE GRAMMY AWARDS finished second overall to AMC's premiere of "The Walking Dead," which garnered a 8.65 in the demo.
NIELSEN SOCIAL ranked THE GRAMMYS as the lbiggest social entertainment program of the 2014-15 season to date, with more than 13.4 million TWITTER entries.
CBS' primetime more than doubled NBC, ABC and FOX combined, with 20.1 million viewers to their 9.59 million, adults 25-54 (7.7 vs. 3.4), adults 18-49 (7.0 vs. 2.8) and adults 18-34 (6.1 vs. 2.0).
Online was a different story, CBS.com saw record traffic for a GRAMMY telecast up 133% year-over-year in unique users. Live streaming generated nearly 7.5 million viwers, up more than 40% over the previous year.
Award show ratings for adults 18-49 have been dipping overall during this season. Earlier this year, THE CMA AWARDS on ABC (down 4%), THE AMERICAN MUSIC AWARDS on ABC (down 16%), and THE GOLDEN GLOBES on NBC (down 11%) all experienced audience dropoffs.