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Scandal pays off: MTV's Video Music Awards draws nearly 27-million viewers on three channels



Kanye West Interrupts Taylor Swift's VMA Acceptance Speech to Praise Beyonce Looks like the unruly extravaganza that was Sunday's MTV Video Music Awards paid off in ratings: nearly 27-million people watched the show on MTV, MTV2 or VH1, according to MTV.

On MTV, 9-million people watched the VMAs, which MTV touts as the largest audience on the channel since 2004.

The ratings may fuel speculation that rapper Kanye West's now infamous diss of singer Taylor Swift was preplanned. But gossip site extraordinaire, reports that Beyonce's father reached out to Swift immediately after she finished her performance in a subway car Sunday, apologizing for West's comment and trying to find a good way to allow Swift to complete her acceptance speech.

One unfortunate result, now that ratings have risen year-to-year, expect to see lanky Brit vulgarian Russell Brand returning as host.

Here's more ratings info, courtesy of MTV's press release:


--The 2009 Video Music Awards was watched by over 26.9 million viewers on MTV, MTV2 and VH1 on Sunday night.  This is up +17% from the 23 million who tuned in to MTV/MTV2 last year.

--Airing on MTV, MTV2 and VH1, the 2009 VMAs averaged over 11 million total viewers.  This is up +21% from MTV and MTV2’s coverage in 2008 (9.1 million) and the largest VMA audience since 2002. On MTV, The 2009 VMAs averaged just under 9 million total viewers, the largest audience since the 2004 awards.

--Up +6% year to year (8.97 million vs. 8.43 million). On MTV2, The 2009 VMAs averaged 749,000 total viewers, up +11% year to year (749,000 vs. 674,000).

--Among P12-34, The 2009 VMAs on MTV, MTV2 and VH1 averaged 7.2 million P12-34 viewers. This is up +16% from MTV and MTV2’s coverage in 2008 (7.2 million vs. 6.2 million).

--On MTV, The 2009 VMAs delivered a 7.5 P12-34 coverage rating, its strongest rating since the 2005 VMAs.

Thum8_1252900308 --The 2009 VMAs is the #1 show on cable this year among P12-34. 

--On VH1, The 2009 VMAs averaged 1.3 million total viewers, improving its time period by +21%.  Among P12-34, VH1 averaged a 1.03 rating, up 8% in its time period. 

Source:  Nielsen.  Live+SD Coverage ratings/000s.  Time period improvement = vs. QTD average.  Cable rank = 000s.  Watched = reach, 1+ minute qualifier. 

[Last modified: Wednesday, July 21, 2010 3:01pm]


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