BRIT Awards performers and winners including Duffy, the Ting Tings and Elbow have already seen a digital sales bounce, following the TV broadcast of the ceremony.

According to the Official Charts Co, there was an immediate impact on download sales following the start of the live broadcast from London's Earls Court last night (Feb. 18). Although the average of 5.2 million viewers for the two-hour ITV1 live broadcast was down from 6.1 million last year, it still benefited artists including triple winner Duffy.

The Welsh pop singer's debut set "Rockferry" (A&M/Universal) – named best British album – was downloaded almost four times more than market average sales from before the broadcast, according to the OCC. Sales for "Warwick Avenue" - which she performed on the night - were double the market average, as were her other tracks "Mercy," "Rain On Your Parade" and "Live And Let Die."

Duffy, signed to A&M through Polydor, secured three of Universal Music's eight awards in the 12 main categories on the night. Universal's other winners were Elbow, Kanye West, Paul Weller, Girls Aloud and newcomer Florence And The Machine.

"I am immensely proud of the achievements of all our artists on what was an incredible night for Universal Music," said Universal Music U.K. chairman David Joseph in a statement. "It was a fantastic BRITs that underlined just how good British music is right now and for Duffy to achieve what she has with her debut album made the night even more special for us all here."

Indie-rock stalwarts Elbow beat Coldplay to the best British group award and their "The Seldom Seen Kid" (Fiction/Polydor) increased sales by more than three times the market performance prior to the ceremony. Coldplay may have gone home empty-handed, but their performance of "Viva La Vida" (Parlophone) more than doubled digital sales for the track. Their album "Viva La Vida Or Death And All His Friends" increased sales by almost double.

U.K. alt-rock duo the Ting Tings performance with R&B act Estelle saw a tripling of sales for their debut "We Started Nothing" (Columbia), while their single "That's Not My Name" achieved double the track's average market performance from before the ceremony. Estelle's single "American Boy" (Atlantic) almost doubled its sales.

The live show also featured an eye-catching finale from Pet Shop Boys, the outstanding contribution award winners. The pop duo's multiple-hit medley included guest appearances from the Killers' Brandon Flowers on "It's A Sin" and Lady GaGa on "What Have I Done To Deserve This?" while both guested on "West End Girls." Following the show, Pet Shop Boys announced concerts at Manchester Apollo and London O2 Arena (June 18 and 19).

Iron Maiden were one of the surprise winners on the night, benefiting from a public vote via Radio 2 to win the best live act category ahead of Coldplay, Elbow, the Verve and Scouting For Girls.

The band's manager Rod Smallwood said in a statement: "This has to be good for metal, I don't think many BRIT Awards have been given to metal so it's about time it was recognised for the creative force it is. Metal and Maiden have long thrived outside the mainstream media and radio so I am sure our fans will be very pleased about this and, let's face it, they are the ones who voted in droves and the ones we have to thank."

For the second year, video content production and syndication agency t5m filmed backstage interviews with artists at the BRITs. The coverage has been syndicated with partners including YouTube, MySpace, Yahoo and Joost.