Friday, June 21, 2024

MTV’s Video Music Awards Scored Less Than a Million Viewers on MTV, Down 31%, And Not Much More Anywhere Else




You know things are bad when MTV’s Video Music Awards barely score ratings on MTV.

Sunday’s show had 900,000 viewers on the main channel, and a smattering elsewhere on channels like VH1 and BET. On MTV itself it was a 31% drop from last year’s 1.3 million.

The VH1 numbers were 149,000. The Paramount channel was 159,000. Nick-at-Nite and BET were better, around 200,000 each. TV Land came in at 186,000. Total viewers for the show were probably 3 million.

On the CW Network, the VMAs scored just 606,000 viewers, down from last year’s 871,000. That’s a 31% drop.

The good news for Viacom was that the key demo was high. Half of those MTV watchers were 18 to 49, But what else would they be? The Video Music Awards are not a tolerable experience for anyone over 20, frankly.

The show opened with a “surprise” performance by Madonna, who turned to show the camera her robustly manufactured derriere.

Other acts included the usual customers: Justin Bieber, Shawn Mendes, Camila Cabello, Doja Cat, and old timers like Foo Fighters and Alicia Keys. No Gaga, Taylor Swift or Miley. Ed Sheeran was there. But nothing really exceptional. And no Beyonce or Adele, Drake or Kanye.

Elsewhere, the really good news is that “Billions” fans started returning. The show added 200,000 viewers in week 2, up to 392,000. I guess they didn’t know the show was on until the second week. But they’re coming back.


Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

Read more

In Other News