What drove the second-highest GRAMMYs ratings in more than two decades? A minute-by-minute analysis of data from Nielsen, Twitter, Spotify and Tivo shows what the audience responded to.
This article first appeared in Billboard Magazine
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The GRAMMYs: Photos, News, Video & More
GRAMMYs Draw 28.5 Million Viewers | 35 Best GRAMMY Instagrams
Minute-By-Minute GRAMMY Infographic: Click to See Full-Size
(infographic by Tyler Hoehne)
Most Retweeted GRAMMY Tweet: @Arbys
Hey @Pharrell, can we have our hat back? #GRAMMYs
— Arby’s (@Arbys) January 27, 2014
Tivo’s Top Moments
Three of the top five most-rewatched came in the first hour.
1. 9:19 p.m. P!nk performs in acrobatic fashion (she’s even dressed like an Olympic gymnast) while singing “Try.”
2. 8:44 p.m. Chicago is joined by Robin Thicke to perform a medley of the band’s top hits.
3. 8:33 p.m. Katy Perry performs an eerie version of “Dark Horse” with Juicy J.
4. 10:25 p.m. Daft Punk, Pharrell and Nile Rodgers perform “Get Lucky” with Stevie Wonder.
5. 8:16 p.m. Lorde singers her GRAMMY-winning song “Royals.”
Spotify: GRAMMY Nominees/Performers Who Had the Biggest Spikes
(increases in streamed tracks from Sunday to Monday)
Daft Punk: up 205%
Paul McCartney: up 126%
Kendrick Lamar: up 99%
Taylor Swift: up 67%
Macklemore & Ryan Lewis: up 65%
Additionally, Streams of “Another Star,” which Daft Punk performed with Stevie Wonder, increased by 635% on Spotify — more than any other song performed at the GRAMMYs.
SoundScan Gainers
Kacey Musgraves‘ “Same Trailer, Different Park” rises 81-28 on the Billboard 200, up 147% with 10,000 sold.
Taylor Swift‘s “All Too Well” garners a 3,280% increase, jumping from less than 1,000 downloads to 18,000.
Sources: TV ratings compiled and supplied by Nielsen. Twitter data courtesy of Nielsen Social Guide. Sales according to Nielsen SoundScan. All times are EST.