Although it witnessed a steep decline in viewership, “The 63rd Annual Grammy Awards” on CBS still earned a hefty $80 million to $82 million in national TV advertising, according to industry estimates obtained by Television News Daily -- a similar dollar level to a year ago.
The major TV entertainment awards show, hosted by Comedy Central's Trevor Noah, posted a big overall viewing drop, to a Nielsen-measured final result of 9.2 million viewers, when factoring in all U.S. time zones.
This would mean a drop of around 51%. Last year, the show, hosted by Alicia Keys -- a pre-pandemic event that aired in January 2020 -- came in at a Nielsen-measured final total of 18.7 million viewers.
The 18-49 demographic -- key for advertisers -- had a sharp fall to a 2.3 Nielsen rating from its 5.4 rating year ago.
Nielsen's preliminary results on Monday for this year's Grammy awards telecast came in at 7.9 million viewers, with an early 1.9 rating result for the 18-49 demo. This year, Lincoln Motor was a top advertiser with 10 airings of commercials, according to iSpot.tv.
Next was Progressive Insurance with six airings, followed by Subway with five airings. Paramount+, Facebook, Barcardi, McDonald's, Ford Motor, Warner Bros, Geico, Truly Hard Seltzer and arthritis medication Voltaren each had four airings of their respective commercials.
Samsung Mobile and Olay had three each.
CBS aired 34 program promos in the telecast -- the same as a year ago -- as well as four promos from sister streaming company Paramount+.
This story has been updated to reflect final Nielsen viewing data.