This website does readability filtering of other pages. All styles, scripts, forms and ads are stripped. If you want your website excluded or have other feedback, use this form.

Premier Logo

× You will be redirected back to your article in seconds

Read Next: ‘Sex Education’ Producers, ‘The End of the F***ing World’ Exec Team Up (EXCLUSIVE) Login Variety.com Subscribe Today! Login
January 27, 2014 8:32AM PT

Grammy Viewership Up Slightly, 2nd Largest Since 1993

Every major kudocast now up vs. prior year's show

By Rick Kissell

Rick Kissell

Senior Editor @ratesrick FOLLOW

Rick's Most Recent Stories

View All

The Grammy Awards telecast remains second only to the Academy Awards in terms of popularity, with Sunday’s show on CBS drawing a big 28.51 million viewers — up slightly from last year’s 28.38 million and the second largest audience in the last 21 years.

Since 1993, only the 2012 show, which took place a day after the death of Whitney Houston and averaged 39.91 million viewers, drew a larger audience than Sunday’s telecast. This year’s Grammys took place two weeks earlier than usual to avoid airing opposite the Winter Olympics on NBC.

Awards shows in general have thrived during the Social Media era, and this year’s viewership uptick for the Grammys means that the most recent installment of every major awards show — from the Oscars, Emmys and Tonys to the Golden Globes and CMAs — gained viewers vs. its prior telecast.

In both adults 18-49 (9.9 rating/25 share) and total viewers, the Grammy Awards rate considerably higher than these other major awards shows including the Golden Globes (6.5/16 in 18-49, 20.87 million earlier this month on NBC), the Primetime Emmy Awards (4.9/13 in 18-49, 17.76 million viewers overall in September on CBS) and CMA Awards (4.7/13, 16.76 million in November on ABC).

Related

That makes Sunday’s kudocast, in which Lorde, Macklemore & Lewis and Daft Punk were among the big winners, the top-rated entertainment telecast on all of television since last year’s Oscars did a 13.0/31 in adults 18-49 and 40.38 million total viewers.

In social media, there were roughly 15.2 million Tweets sent about the Grammy Awards during the East Coast airing of the show, according to Twitter. The biggest Tweets-per-minute moments were the performance by Kendrick Lamar and Imagine Dragons; Lorde winning the Best Pop Solo award; and Lorde performing.

And the most Tweeted-about stars of the night were Lorde, Beyonce and Taylor Swift.

On Facebook, 6.3 million people had more than 13.5 million Facebook interactions (posts, likes and comments) related to the Grammys.

The top 5 social moments on Facebook were:  Queen Latifah presiding over weddings while Macklemore / Madonna performed “Same Love / Open Your Heart”;  Kendrick Lamar and Imagine Dragons performing “Radioactive / M.A.A.D City”; Metallica and Lang Lang performing “One”; Macklemore & Ryan Lewis winning Best New Artist; and Beyonce and Jay-Z opening the show.

According to Web search engine Bing, it was Katy Perry’s dark and magical performance of “Dark Horses” which featured crystal balls brooms and fire,  that caused the largest spike in searches on the night.

Bing searches spiked early on at the Grammys during Beyonce’s provocative opening performance of “Drunk In Love” when hubby Jay-Z surprised the crowd and joined her on stage. And the continued silence of the Daft Punk robots (while others accepted their awards for record and album of the year) caused the second highest spike in searches.

Elsewhere in primetime Sunday, NBC ran second with its coverage of the NFL’s Pro Bowl all-star game (3.2/8 in 18-49, 9.5 million viewers overall), which appears to be in line with last year’s game, which did a 3.3 demo rating in the prelims and grew to a 4.0 in the finals. Last year’s Pro Bowl did not have to face the Grammy Awards, though, making its ratings performance this year all the more impressive.

ABC’s live telecast of “The Bachelor: Sean and Catherine’s Wedding” averaged a 1.6/4 in 18-49 and 6.1 million viewers overall from 8 to 10 p.m., higher than the 1.0 rating generated in December 2012 by the previous wedding of a couple that met on the network’s dating competition.

Fox aired repeats of its animated comedies, led as usual by “Family Guy” (2.0/5 in 18-49, 4.2 million viewers overall) and “American Dad” (1.5/3 in 18-49, 3.3 million viewers overall).

On CBS, the Grammy Awards telecast was preceded by “60 Minutes” (2.1/6 in 18-49, 14.5 million viewers overall), which featured Steve Kroft’s interview with Jay Leno.

Popular on Variety

  • Rebel Wilson on 'Isn't it Romantic' Controversy: 'It Was Purely to Lift My Fellow Plus-Size Women Up'

  • 'Lorena' Director: Howard Stern Owes Lorena Bobbitt A Public Apology

  • Daniel Radcliffe on Answering Prayers in 'Miracle Workers'

  • BTS Wants to Sing With Lady Gaga

  • How Miley Cyrus Set Up Her Duet With Shawn Mendes

  • Smokey Robinson Defends J. Lo’s Motown Grammy Tribute

  • Brandi Carlile on LGBTQ Representation: 'It's Important to Be Out in Your Music'

  • Rams vs. Patriots: Who Should Win Super Bowl LIII?

  • 'Imaginary Order' Director Experienced Sexism on Her Own Set

  • Alan Alda Reflects on His Life as An Actor

Loading comments...

More TV

  • 'Leaving Neverland' Director Open to Potential Sequel to Controversial Michael Jackson Doc

    Ahead of its March 3 premiere on HBO, “Leaving Neverland” director Dan Reed tells Variety he is open to creating a follow-up to his controversial four-hour documentary revolving around sexual abuse allegations against Michael Jackson. If, that is, he would be able make contact with the King of Pop’s earlier high-profile accusers, Jordan Chandler and [...]

    9 mins ago
  • Roadside Attractions Acquires Drama Pilot 'The Golden Cage'

    Roadside Attractions Television has acquired one-hour drama pilot “The Golden Cage.” Described as a female-driven Wall Street thriller, the project hails from writer Oskar Nordmark. Darryl Taja (pictured) will serve as executive producer through his Epidemic Pictures. Adam Rodin will also exec produce. Nordmark created the series and will serve as co-executive producer. Roadside Attractions’ [...]

    50 mins ago
  • Hulu Adds Another Interactive Ad: This One Lets You Get Offers Via Email

    Hulu lets its subscribers choose the show they want to see. Now the video-streaming service is increasingly letting users choose to respond to certain commercials right away. A commercial from Sleep Number, the manufacturer of the bed with an adjustable mattress, that has run on Hulu for the past several weeks allows viewers to request [...]

    2 hours ago
  • George Clooney’s ‘Catch-22’ Sells to Asia and Australia (EXCLUSIVE)

    “Catch-22” has caught the interest of several big-name global buyers. Chinese streaming platform iQiyi, Australian SVOD service Stan, and HBO Asia are among the latest to acquire the Hulu adaptation of Joseph Heller’s novel, which is produced by and stars George Clooney. Paramount’s TV distribution unit struck the new deals for the series, which will [...]

    3 hours ago
  • Colin Farrell to Star in Andrew Haigh's BBC Thriller 'The North Water'

    Colin Farrell is set to star in “The North Water,” the BBC thriller that will be directed by critically acclaimed filmmaker Andrew Haigh (“Lean on Pete”). Based on Ian McGuire’s novel, the four-part series is being adapted by Haigh and produced by See-Saw Films for BBC Two. Set in the U.K. and in the Arctic [...]

    4 hours ago

More From Our Brands

Created with Sketch.

Access exclusive content

Subscribe Today! Login

Follow Us

Alerts & Newsletters

PMC

© 2019 Penske Media Corporation

ad