Next Year? Ad Rate Could Be Back Up To $600,000-Plus
For the second year in a row, the Grammy Awards posted a ratings increase that should assist CBS when it begins selling ads for the 2012 show. The 53rd edition of the Grammys attracted its largest audience in 11 years, pulling in 26.6 million viewers on Feb. 13, according to Nielsen. The show also had its best demographic ratings since the 2004 telecast, best-known for its Prince-Beyoncé duet. The Grammys gave CBS its highest household total since the broadcast of 2000, the year Carlos Santana and "Supernatural" dominated the awards.
Only two years ago there was concern that awards shows in general had lost their audiences, especially when the Grammys were losing in the ratings to "American Idol." Last year there was a significant comeback-a 35% ratings spike-that the 2011 show built upon. In the four ceremonies between 2005 and 2008, the telecast topped 20 million viewers only once.
The ratings slump resulted in the average advertising rate for a 30-second spot falling below $500,000 last year and climbing to $550,000 this year. Next year could see a bounce back above $600,000, but it could take a few more years to hit the 2005 rate of about $700,000.