Grammys: Viewership Dives; Advertising Revenues Remain Stable

While CBS' "Grammy Awards" hit a big viewership decline this year, national TV advertising revenue remains strong.

"The 60th Grammy Awards" pulled in $81.1 million in national TV revenue, according to one initial estimate from A year ago, the "Grammy Awards" posted $81.4 million.

Big TV advertisers this year include Target ($7.8 million), Lincoln Mercury ($5.8 million), Google Phones ($3.9 million), Uber ($3.9 million) and Warner Bros ($3.5 million). A year ago, top advertisers included Target, Lincoln Mercury, Google Phones, Mastercard, Adidas and Walt Disney Pictures.

Industry estimates were that CBS was seeking $1 million for a 30-second commercial for this year’s “Grammy Awards.”

This year’s three-and-a-half-hour awards show was down 24% in total viewers to a Nielsen 19.8 million viewers (26.1 million in 2017) and off 12% in key 18-49 viewers at a Nielsen 6.9. (It was 7.8 a year ago.)

CBS’ “59th Grammy Awards” had a 4% increase in overall viewers to 26 million versus the 2015 awards show. Key demographic viewer groups were also up -- 1% higher in adults 18-49 to a 7.8 rating; 3% higher in adults 18-34 to a 6.6 rating; and flat in adults 25-54 to a 9.0 rating.



6 comments about "Grammys: Viewership Dives; Advertising Revenues Remain Stable".
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  1. Douglas Ferguson from College of Charleston, January 30, 2018 at 11:41 a.m.

    Love the music, hate the political posturing. Count me out.

  2. Kevin Densmore from Titanium Media Solutions, January 30, 2018 at 12:15 p.m.

    Given how splintered the followings for various music genres and possible show hosts, it shouldn't surprise that it would be increasingly difficult to draw a broad audience.  

  3. Michael Pursel from Pursel Advertising, January 30, 2018 at 12:17 p.m.

    Very obvious most media buyers do not watch what's going on politically. All you have to do is go backwards to other award shows and media offerings to see where Hollywood and Music Industry left are. and that's why most ratings are down. if everyone was so in love with the left., you would think they would be flocking to shows like this so they could be fed their propaganda.  Did not buy this, will not buy any award shows in the furture.  People want entertainment, not political crap on these shows.

  4. James Boldebook from CBC, January 30, 2018 at 12:56 p.m.

    I agreed.   Artists and actors still don’t get it.  You are here to entertain.  We could care less about your political views.  Why are you such asses to alienate HALF your potential audience. Morons 

  5. Tom Siebert from BENEVOLENT PROPAGANDA, January 30, 2018 at 2:03 p.m.

    A lot to complain about from Sunday night's show.

    But I think the most egregious unforced error was not giving a spot to Lourde, the only woman nominated for Album of the Year, yet somehow finding time for a witless "Subway kareoke" segment with the charisma-free host + Sting + Shaggy....and another performance from Sting of a song that's 30+ years old....and three (!) appearances from U2, who didn't even have any music in contention.

    Lots of posturing, lots of lecturing, but actions speak louder than words. Lourde deserved to have her music heard, and I write that as a guy who is no particular fan of her music. But I know injustice when I see it. 

  6. Rocky Kurland from The Magazine Guys, January 30, 2018 at 4:25 p.m.

    so the audience is down below the levels of 2015 and yet they keep raising the rates and people are buying it! Smart media buyers always looking out for the client! When will they learn, avoid the politics and just play the music! When the show does the audience will come back. Until then I am out as well.

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