Follow Us

 

Forgot Password Register Here

·

The American Music Awards Just Hit Another All-Time Ratings Low...

Monday, November 21, 2011
by  paul

Time the revisit the formula? According preliminary ratings details, Sunday night's American Music Awards (AMAs) just hit another all-time ratings low.  The turnout ties the ratings nadir from last year, specifically within the 18-49 demographic.

This could be a difficult one to age-target effectively, at least on this platform.  The AMAs actually kicked off with a modestly-viewed "Countdown" program, which ultimately flowed into the 8 o'clock telecast.  When it was all said and done, the AMAs had garnered an audience of roughly 12 million, sizable on its own but modest compared to broadcast expectations. 

Part of the problem was a heated match-up between the Philadelphia Eagles and New York Giants, enough to lure hordes of mostly-male football fans.  The game, which started at 8:30, attracted roughly 17.5 million viewers, according to Nielsen. But the game wasn't an overacheiver: in fact, it was down from the previous week.  And let's face it: a sizable chunk of these fans couldn't care less whether Taylor Swift got a trophy (though they may have flipped the clicker for Jennifer Lopez).

Sounds bad, though there's actually an interesting wrinkle to all of this.  Among teenagers, the show is growing - in fact, ABC experienced its seventh-best ratings performance among younger viewers. 

Meanwhile, other shows like 60 Minutes and CSI:Miami were stealing serious crowds.  All of which introduces the obvious question: is a celebrity-stuffed showcase with predictable winners enough anymore?  Seems like the answer is equally obvious, except that the Grammy Awards are currently experiencing record ratings results.  Most recently, the 53rd annual showcase scored 26.7 million viewers, its best draw since 2000.  In fact, CBS recently re-inked its contract with the Grammy Awards through 2021.

So why the gargantuan disparity?  Both rely heavily on superstars, though the Grammys typically stir greater levels of attention and neck-craning events (the Gaga egg immediately comes to mind).  And, stars that show up: Adele, Beyonce, and Rihanna were all absent at this year's AMAs.  

And, maybe all that mainstream starpower needs a counterweight: the Recording Academy has historically crowned more obscure artists and releases, an approach that infuriates people like Steve Stoute but may ultimately build more credibility.



OUR SPONSORS