CBS' 'Grammy' TV Viewing Down 6%, National Ad TV Revenues Up

CBS’s “Grammy Awards” this year sank to a new low in traditional Nielsen measurement -- down 6% in total average viewership compared to the broadcast a year ago.

CBS averaged 18.7 million viewers and a 5.4 rating among 18-49 viewers -- down 4% from a year ago, according to preliminary Nielsen-measured results.  

Early estimates for national TV advertising revenue are $110 million for this year's Grammys, according to media research sources.

A year ago, The Grammys broadcast posted 19.9 million total average viewers and a 5.6 rating among 18-49 viewers.

Kantar Media says total national TV advertising for that event was $95 million.

For this year, Lincoln Motor and McDonald's had the most commercial airings -- 12 for each. Verizon and Pepsi each had eight airings, and Progressive Insurance and Warner Bros. had 6 each.



Google, IBM, Mastercard, Motorola, Royal Caribbean, Subway, Universal Pictures, Facebook, Ford Motor, Apple iPhone, AT&T Wireless, and Amazon Prime had 4 airings, according to

Packages for the top advertisers ranged from $2 million to $5.5 million.

CBS aired 35 promo spots this year, compared to 22 promo spot airings in 2019.

This story has been updated to reflect final Nielsen viewing data. 

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