• by Wayne Friedman , February 5, 2024

The “Grammy Awards” keep finding new growth.

This year's awards show was up 34% from a year ago to 16.9 million viewers on CBS, according to the network, as measured by Nielsen's fast national metric. 

The music award show had its best audience numbers since 2020, a pre-pandemic February event. 

The highest viewership for the awards show was in 2019 (19.9 million viewers) and 2020 (18.8 million).

Nielsen data includes the CBS Television Network premium streaming platform, Paramount+, out-of-home time zone-adjusted viewing, and internal CBS data.

In terms of social media, CBS says there were 56.4 million social-media video clips consumed and 62.6 billion potential impressions.

EDO Ad EnGage says national TV advertising for the event had 74 advertising airings, resulting in 733.2 million impressions and earning $4.2 million. 

The top brands included Hilton, Apple iPhone, Dunkin’, Snapchat, Nike, Uber Eats, Universal Pictures, and Progressive Insurance.

Pharmaceutical brands included Camzyos, Kesimpta, Veozah, Paxlovid, and GlaxoSmithKline.

EDO says the average search engagement minutes after each Grammy TV ad aired resulted in an increase of 2,730 average occurrences.