Although MTV’s Video Music Awards earned the title as top telecast Thursday (September 6) night, reports claim the ratings were significantly lower than in 2011.
According to reports, this year’s viewers dropped by more than half compared to last summer.
VMA RATINGS OFF FROM LAST YEAR: The 2012 MTV Video Music Awards was the #1 telecast across all TV last night for persons 12-34, sporting a 5.3 in the demo, with 6.1 million total viewers. Last year’s show, which set an all-time record, attracted 12.4 million viewers. The simulcast did attract a total of 8 million viewers across MTV, VH1, MTV2 and Logo. Encore presentations of the show on MTV last night earned a 2.4 p12-34 rating at 10 p.m., and a 1.2 p12-34 rating at 12 a.m., for a total rating of 8.9 for the evening. The telecast was also the #1 social TV event of the year according to Trendrr, with more than 19 million mentions, more than tripling the full-day social-media response of last year’s telecast. In addition, MTV drove more online streams than any other VMA day ever, with nearly 200 topics trended throughout the night, both in theU.S.and worldwide. (9/7p) (HITS Daily Double)
A venue change and the network’s decision to switch the broadcast date from Sunday to Thursday may have contributed to the drop.
MTV was once synonymous with music videos, and people actually tuned in to watch them. It’s been many years since videos were the network’s bread and butter, although they have continued to hand out awards for them on an annual basis. The move to a Thursday night is an odd choice for any awards show; and then there’s the issue of the Democratic National Convention, where President Obama was scheduled to speak last night. MTV moved the awards show back to 8 PM so as to avoid a conflict, Deadline says, but it doesn’t seem to have helped. (Cinema Blend)
Thursday night’s broadcast featured a variety of music heavyweights gracing the stage and going home with awards.
Chris Brown pulled off something of an upset in the best male video category. Rihanna’s former boyfriend won for his self-directed video “Turn Up The Music.” Drake won best hip-hop video for “HYFR,” which featured Lil Wayne. Nicki Minaj, dressed in a skintight full-body outfit, won best female video for “Starships.” Coldplay took best rock video for “Paradise.” And Calvin Harris – the show’s house DJ who’s featured on “We Found Love”_ won the first best electronic dance music award for “Feel So Close.” Beyonce, Perry, Skrillex and Demi Lovato won awards not televised on the show. (Huffington Post)
Performances by Frank Ocean, Rihanna, Pink and more also helped heat up the evening.
The 2012 MTV Video Music Awards featured performances from Green Day, Taylor Swift, Pink, Frank Ocean and Rihanna (winner of Video of the Year); it also hosted appearances from the U.S. Women’s Olympic gymnastics team and the cast of “Twilight” (minus Kristen Stewart). But the show was stolen by actress Rebel Wilson, who wore a blouse with a naughty picture of an unwaxed bikini-clad body. (Wall Street Journal)