Sign Of The Times: VMA TV Ratings Down, Social Media Engagement Up

Social Is The New King

NIELSEN reports that MTV's VIDEO MUSIC AWARDS broadcast was seen by 4.9 million viewers live on MONDAY (8/26) across 12 different VIACOM-owned networks -- viewership that's down from last year's audience of 5.2 million, the NY TIMES reports. Viewing of the annual spectacle has been falling since its high of 10.3 million in 2014.

MTV cites the changing media habits among young people, who are watching less cable TV and using more social media to consume their product.

Views of show highlights on social media platforms were up 85% over last year and were the highest of any VMA. Social media engagements weeks before broadcast -— liking, sharing or commenting upon announcements about the event —- more than doubled over last year. MTV claims that no TV program this summer triggered more social media activity.

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