GRAMMY Awards Draw 28.5 Million Viewers
The 56th GRAMMY Awards were watched by 28.51 million viewers on Sunday, the second largest audience for the awards show in 21 years, according to Nielsen's preliminary live, plus same day ratings. The tally is a distant second to the 2012 event, when over 39 million viewers tuned in following the death of Whitney Houston.
The show, which ran from 8 to 11:45 p.m., was up 1 percent over last year. In the 18-49 demographic, the show had an audience of 12.7 million viewers and was the No. 1 broadcast in all demographics – 24-54, 18-49 and 18-34.
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CBS touted the show's spikes over the last time the broadcast was moved into January from February due to the Olympics. Sunday's telecast had 2.64 million more viewers than the Jan. 31, 2010 edition of music show, which attracted 25.87 million viewers.
The network also reported that its website saw record traffic for a GRAMMY Awards show with 68 percent year-over-year growth in unique users. Live content and on-demand viewing hit close to 5.5 million streams, double the amount of last year.
Twitter recorded more than 15.2 million GRAMMY-related tweets during the Eastern and Central time zone broadcasts, SocialGuide reported.