Sunday’s CBS special highest-rated since 2004. Who says awards shows are dead?
Ratings for the 52nd annual Grammy Awards went through the roof Sunday, with performances by Taylor Swift and Lady Gaga — plus a 3-D tribute to Michael Jackson — giving the CBS broadcast its best numbers in at least five years.
Final Nielsen numbers won’t be in until Tuesday, but right now it looks like upwards of 26 million viewers tuned in Sunday for the 3 1/2 hour telecast. Among adults 18-49, the show did a 9.8/24; with adults 25-54, a 10.6/24. All represent the best numbers since 2004.
Compared to last year, the 2010 Grammys were up 35 percent in viewers, 32 percent in adults 18-49 and 36 percent in adults 25-54. Even more impressively, the 2009 Grammys also posted double digit increases over 2008 — making it two consecutive years of growth for the show.
CBS specials chief Jack Sussman is no doubt doing his Beyonce "Single Ladies" dance right about now, particularly since the Eye’s Tony and Emmy broadcasts also had up arrows with their most recent broadcasts. The American Music Awards also had a good 2009.
The ball’s in your court, Oscar.