Despite record ‘social media conversations,’ the Recording Academy is sagging in all-important Grammy audience ratings.
Last Sunday, Donald Glover – better known as Childish Gambino – made history. His song, ‘This Is America,’ won both Song and Record of the Year, the first time a rap song has won both categories.
There was just one problem. He didn’t show up to perform nor attend the event. Drake and Kendrick Lamar had also rejected offers to perform at the Grammys.
Then, after apparently making peace with the Recording Academy, Drake made a surprise appearance. Winning Best Rap Song for ‘God’s Plan,’ the Canadian artist downplayed the importance of the Grammy Awards. Producers then cut him off mid-speech, leading to a noticeable “groan in the media room.”
While the 61st Annual Grammy Awards were filled with controversy, there was an even greater problem producers just couldn’t solve.
Not many people tuned in to watch the awards ceremony.
The Recording Academy has lost its core audience.
According to a new report, the Grammy Awards has set a record ratings low in adults 18-49.
The Sunday awards ceremony only scored a 5.6 rating among adults 18-49, with a broader audience total of 19.9 million viewers. Last year’s telecast drew in a 5.9 rating and 19.9 million viewers. The 2018 Grammy Awards first had an opening rating of 5.4 rating in adults 18-49 along with 17.6 million viewers.
The key figures mark a 24% decline from the 2017 Grammys. That year, 26.1 million tuned in to watch the awards ceremony. Over the past decade, the show has had an average audience of between 20 and 30 million.
2019’s ratings didn’t fare any better, meaning audiences have grown weary of watching the Grammys.
CBS, which aired the awards ceremony, spun the declining numbers. The network claims the Grammys “drove more social media conversation than any awards show over the past two years.”
Frankly speaking, ‘social media conversation’ hasn’t been – and won’t be – enough to save the floundering awards ceremony. Social media conversation won’t ever count as a key metric to keep the awards ceremony afloat, unless major advertisers are willing to commit the same spends.
Until the Recording Academy provides audiences with a compelling reason to tune in, expect key ratings to continue falling.