The 56th Grammy Awards on Sunday show a slight uptick from last year’s ratings, but the show is ramping up in second-screen numbers a bit more quickly.
Sunday’s awards show brought in 28.5 million viewers to CBS, which makes it the Grammys’ second largest viewership in 21 years, according to Nielsen. This is very slightly up from 2013’s 28.4 million but not quite 2012’s audience of almost 40 million viewers.
In terms of social, this year’s Grammys also made waves with the second screen, claiming that the show generated more than 15 million tweets and was Shazamed 1.1 million times throughout the night, a record for the second-screen app.
Moments from the show earning the most attention on Twitter included Kendrick Lamar’s performance with Imagine Dragons, Lorde’s performance and her acceptance of her Best Pop Solo award. Facebook noted similar reactions, saying that among more than 13 million Facebook interactions about the show, the most popular topics were Queen Latifah’s officiating weddings during Macklemore and Ryan Lewis’ performance of “Same Love,” and the performances of Kendrick Lamar/Imagine Dragons, Metallica and Beyonce/Jay Z. Shazam had slightly different results, saying that the top Shazamed moments of the Grammys were when Kendrick Lamar, John Legend, Kacey Musgraves, Queens of the Stone Age/Nine Inch Nails and Hunter Hayes were on stage.
Read more at Broadcasting & Cable and Los Angeles Times.
Brief Take: In terms of awards show telecasts, social engagements are often as closely watched as on-air tune-ins, especially as each broadcaster ramps up social media campaigns for each of their awards brands.
[Image courtesy of CBS]
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