The simulcast of the 2019 MTV VMAs drew 4.9 million total viewers on Monday, the same as it did last year. Among adults 18-49, which is the key demographic for entertainment programming, these Video Music Awards slipped 6% year over year — just like the 2018 version had.
Though that is a fairly modest decline for awards shows these days — or even TV usage in general — the simulcast ratings still means Monday set a new VMAs-record low, according to Nielsen.
But here’s a plus: Among adults 25-54, the VMAs grew 6%. Credit host Sebastian Maniscalco and some Newark nostalgia acts for the older-viewer bump.
In 2018, the VMAs were simulcast across eight Viacom networks. This year’s group effort totaled 11 channels: MTV, VH1, Comedy Central, Nick At Night, TV Land, MTV College, MTV2, Logo, Paramount Network, BET, BET Her and CMT.
Across digital and social platforms, the 2019 VMAs were a clear win. Trending worldwide for 12 hours (and 13 hours stateside). they soared 129% in social engagement and were the most social show of the summer.
Social/video views jumped 85% from last year to 269 million, according to Conviva Social Insights.