Sales of VMA-related music up by 25 percent in week of show, further gains expected.
The annual MTV Video Music Awards can always be counted on to encourage big gains for the artists that perform on the show. The 2014 edition of the broadcast -- its 31st installment -- was no different.
The awards took place on Aug. 24, the final day of the most recent sales tracking week, according to Nielsen SoundScan. So we won't see the full impact of the show until next week.
Still, there are some early notable gainers.
In the week ending Aug. 24, VMA-related music sold 822,000 songs and albums -- up by 25 percent. (VMA-related music is defined as songs performed on the show that were not brand new or impacted by iTunes complete my album transactions, as well as major albums and EPs by the show's performers.)
Although that overall spike is large, it is owed to a significant gain in song sales (up 29 percent), as VMA-related album sales fell by 1 percent. The songs performed collectively saw a 29 percent increase in downloads. In total, those 22 songs (including the 14 songs in Beyonce's medley) sold 732,000 downloads (up from 567,000 the previous week).
The song with the largest unit gain was Nicki Minaj's "Anaconda," which rose by 68,000 units to 120,000 for the week (up by 132 percent). The track was the second song performed in the show's three-song opening medley.
Other significant gainers: Usher's "She Came To Give It To You" featuring Minaj (up 43 percent to 7,000), Beyonce's "Drunk In Love" (up 55 percent to 9,000), and 5 Seconds of Summer's "Amnesia" (up 20 percent to 50,000).
On the other hand, the performers' major albums saw an overall drop in sales, falling by 1 percent. In total, they sold 90,000 copies -- down from 91,000 the previous week.
While overall album sales were down, there were a couple notable gainers: Beyonce's self-titled album (which was showcased in her lengthy medley) was up by 63 percent (6,000 sold) and Ariana Grande's Yours Truly rose by 10 percent (4,000).
It's expected that the performers' songs and albums will see further gains in the week ending Aug. 31, after a full week has passed.
A year ago, VMA-related music sales were up by 37 percent in the first full week after the show (week ending Sept. 1, 2013), selling 2.03 million units, versus the 1.49 million sold in the week ending Aug. 25 (the night of the show).