With a star-studded lineup, an anticipated reunion and excessive promotion, the MTV Video Music Awards proved to be king in the ratings.
The two-and-a-half hour telecast, back in primetime on Sunday night, averaged 10.1 total million viewers — a huge 66 percent boost from last year’s mediocre Thursday run that drew only 6.1 million, a more than 50 percent drop from 2011’s record-breaking audience.
The most-watched MTV telecast is still 2011’s installment, delivering 12.4 million, boosted by Beyonce’s pregnancy announcement.
This year’s awards show boasted a performance lineup that included Justin Timberlake, Katy Perry, Lady Gaga, Macklemore & Ryan Lewis, Bruno Mars, Miley Cyrus, Robin Thicke and Kanye West. Top winners included Timberlake and Macklemore & Ryan Lewis, both taking home three Moonmen with Timberlake snagging the top Video of the Year prize.
There were also several unannounced surprises, such as Timberlake reuniting with his ‘N Sync bandmates during his Video Vanguard performance, Jennifer Hudson making a cameo during Macklemore & Ryan Lewis’ “Same Love” and a Daft Punk appearance.
The VMAs moved to Brooklyn, the first time the awards show has been held there, and MTV wasn’t shy about a big marketing push to increase awareness across social media platforms and on television.
On Twitter, Cyrus and Thicke’s racy performance topped Twitter during the East Coast telecast with 306,100 tweets per minute, with Timberlake behind with 219,800 tweets per minute at its peak. The most-mentioned stars on Twitter were Cyrus