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Main >> Previous Updates >> April 2004 >> Article ID 4567
 Hot Kisses Chilled Viewers | Type: Internet Article |
| | Hot Kisses Chilled Viewers | Sep 04, 2003 |
For all the hype over the smooch session between Madonna and nymphets Britney Spears and Christina Aguilera, you'd expect ratings for MTV's Video Music Awards to have been at record-setting levels.
But this year's broadcast was actually down 12 percent from last year's among total viewers.
Could it be, at 20 years old, the VMAs are showing their age? Coming after declines for June's MTV Movie Awards, it may be that the network itself is showing its age – hence the over-the-top kiss stunting.
The 8 p.m. Thursday night broadcast attracted 10.7 million viewers compared to a record high 12 million viewers last year.
So what seemed to be the problem with the VMAs?
Perhaps not enough pre-awards hype over the kiss, but the show itself was tamer than in the past – no Eminem outbursts or such.
Or perhaps MTV has just gotten into the habit of showing too many reruns of the VMAs, allowing viewers to catch it whenever they have the time.
Last week the awards reran Thursday night at 11:30 p.m. and again Saturday afternoon, each drawing more than 2 million total viewers, perhaps those who had heard about the kiss and gotten curious.
Just think: If the extra 4 million viewers had watched the original airing Thursday night, MTV would have set a new record.
Among adults 18-34 an average of 4 million viewers tuned in to the original broadcast, and among adults 25-54 more than 5 million viewers watched.
Viewers 18-49 had the highest rating for the VMAs and VMA post-show with slightly more than 7 million and 3 million viewers.
Although the VMAs were the most-watched show year-to-date among viewers ages 12-34 and had the highest primetime household rating of the year, they will not be the most-watched program on cable as they were last year.
TNT's coverage of the NBA All-Star game last February, the first time the game has been carried on cable, finished ahead of the VMAs by .1 million viewers and will likely end the year as the most-watched cable program.
One of MTV's new offerings, "Newlyweds: Nick and Jessica," is showing improvement. It had 250,000 more 18-34 viewers than the previous week and 310,000 more viewers 18-49.
The premiere of ESPN's first original fictional series, “Playmakers,” did quite well among its target male audience, although it did not do as well as previous original ESPN offerings.
Last year's “A Season on the Brink” and “The Junction Boys” averaged a point better than “Playmakers'” 2.4 premiere. |
 Source: Media Life | |
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