GRAMMY AWARDS Earns Second Largest Audience in 21 Years
By: Caryn Robbins
THE 56TH ANNUAL Grammy Awards delivered 28.51 million viewers-the second largest audience for the awards broadcast since 1993, according to Nielsen preliminary live plus same day ratings for Sunday, January 26.
From 8:00-11:45PM, THE Grammy Awards was the night's top broadcast in viewers (28.51m), adults 25-54 (10.7/24), adults 18-49 (9.9/25) and adults 18-34 (9.1/26). Compared to last year, THE Grammy Awards added +130,000 viewers (from 28.38m, +1%). Compared to the last time the ceremony aired in January due to the Olympics (January 31, 2010), THE Grammy Awards was +1% in adults 25-54 (from 10.6/24), even in both adults 18-49 and adults 18-34 and added +2.64m viewers (from 25.87m, +10%). THE 56TH ANNUAL Grammy Awards posted its second largest audience (only behind the 2012 ceremony following Whitney Houston's death) since February 1993. CBS.com saw record traffic for a GRAMMY AWARDS, with +68% year-over-year growth in unique users to GRAMMY-related content on CBS.com. Live-streaming of GRAMMY Live content and on-demand viewing generated nearly 5.5 million total streams, up +100% over last year. In addition, SocialGuide ranks THE 56th ANNUAL Grammy Awards as the biggest social television event of the 2013-2014 TV season to date, with Twitter recording more than 15.2 million tweets during the Eastern and Central time zone broadcast alone.
