• by Wayne Friedman , Yesterday

CBS/MTV’s “2026 MTV Video Music Awards” posted a 51% gain to 8.4 million Nielsen-measured average viewers -- the best results for the music awards show in over 10 years.

An estimated $11.87 million in national TV advertising ran on CBS, with another $5.99 million on MTV, according to iSpot.

Major advertisers included prescription drug brands Yeztugo and Bimzelx as well as Bacardi, Dunkin’, Under Armour, The General, Foundayo, Liberty Mutual and Geico.

CBS viewers rose 52% to 7.6 million versus a year ago. MTV’’s simulcast was up 40% to 686,000, with an MTV encore later that evening gaining 31% to 142,000.

In demographics, adults 25-54 grew the most -- up 34% to 3.1 million -- while 18-49 viewers were 32% higher to 2.7 million and 18-34 viewers rose 46% to 1.1 million.

Taylor Swift took home the top Video of the Year award, and a new "artist director honors" award.

The broadcast also featured Madonna's first performance in 23 years. She won seven awards and was the biggest winner of the night.