The live U.K. broadcast on ITV1 last night (Feb. 16) averaged 5.8 million viewers, earning a 21.9% audience share between 8pm and 10pm. It was hosted by comedian Peter Kay.
Ratings for the BRITs, organized by U.K. trade body the BPI and sponsored by MasterCard, were up on the 5.2 million audience for the 2009 show. The 2008 edition, hosted by the Osbournes, averaged 6.1 million.
Meanwhile, rapper Dizzee Rascal, Lady Gaga and Robbie Williams - who won the outstanding contribution award and closed the show - have enjoyed the biggest increase in album sales according to the U.K. Official Charts Company (OCC).
Based on overnight sales since the show, the OCC said Gaga's "The Fame" (Interscope/Universal) is likely to be top five on Sunday (Feb. 21). Robbie Williams' current Virgin set "Reality Killed The Video Star" is set to move into the top 20, while his greatest hits album is likely to enter the top 75.
Dizzee Rascal's "Tongue N Cheek" is rising from its current No. 73 position, the OCC said. The rapper dueted with Florence and the Machine and the mash-up "You Got The Dirtee Love" was released today exclusively on iTunes, with proceeds going to charity via the BRITs Trust.
"You Got The Dirtee Love" was at No. 8 on the U.K. iTunes singles chart at 12.30pm GMT. Florence and the Machine's "Lungs" (Island/Universal), which won the award for British album, was at No. 3 on the iTunes albums chart with Lady Gaga's "The Fame Monster" (Interscope/Universal) at No. 5. "Lungs" moved up to No. 1 on the Amazon.co.uk chart, with fellow performer Alicia Keys' "The Element Of Freedom" (J/Sony Music) at No. 3.