Tuesday, January 28, 2020

Grammys 2020 TV audience fell by over a million viewers versus last year, as just 5.4% of 18-to-49-year-olds tuned in | Music Business Worldwide

The Grammys were watched by a live TV audience of 18.7m on Sunday night in the United States, down 6% year-on-year.

That’s according to time-adjusted Nielsen data reflecting those who viewed the live CBS showing of the ceremony.

The 18.7m number represent a year-on-year fall of 1.2m versus the 19.9m live TV audience that Nielsen counted for the Grammys in 2019.

However, 2020’s edition of the show still easily bested the least-watched Grammys of all time, in 2006, when 17.0m viewers watched live.

Nielsen has also provided media with a ‘rating’ number amongst those aged 18 to 49, considered the key TV audience demographic for advertisers.

Said rating number indicates the percentage of all US TV households within this bracket to have tuned in to the Grammys 2020 broadcast on CBS.

At just 5.4%, this figure represented the lowest rating in this bracket the Grammys TV broadcast has ever seen.

In 2019, the equivalent demo rating number stood at 5.6% – meaning this figure fell 3.6% year-on-year in 2020.

In August last year, Nielsen estimated that the total number of TV households in the US had reached 120.6m, up from 119.6m in the same month of 2018.

The Grammys took place at the Staples Center in Los Angeles on Sunday evening (February 26).

Billie Eilish was the big winner on the night, collecting five key awards: Best New Artist; Best Album and Best Pop Vocal Album (both for When We Fall Asleep…); Song Of The Year and Record Of The Year (both for Bad Guy).Music Business Worldwide

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