MBW’s Stat Of The Week is a series in which we highlight a single data point that deserves the attention of the global music industry. Stat Of the Week is backed by Cinq Music Group, a technology-focused record label, distribution and rights management company.
The televised portion of the 64th Annual Grammys, held in Vegas on Sunday (April 3) was viewed on the big night of 9.59 million viewers in the United States.
That’s according to the latest figures from Nielsen, which, in addition to viewers from home, includes everyone who watched the show live on TV via CBS and/or streaming platforms like Paramount+.
(Previous figures from Nielsen, which left out out-of-home viewers, suggested the show had an audience of 8.93 million.)
Nielsen’s 9.59 million number was up 3.9% compared to the number of viewers in the previous year (9.23m) accordingly The Hollywood Reporter.
But the most damning statistic for the Grammys, once again, was their appeal to younger viewers.
According to Nielsen’s numbers (including out-of-home viewers). 2.24% of 18- to 49-year-old television viewers in the US tuned in to the 2022 Grammys on Sunday.
That percentage was actually easy Low on the 2.28% of that demographic who watched the Grammys show in the previous year.
(For explanation, Nielsen gave the 2022 Grammys a “rating” of 2.24 for an 18- to 49-year-old audience; this “rating” represents the percentage of all U.S. adult television viewers in that age range who have seen the show .)
In other words, almost 98% of 18- to 49-year-olds in the States just didn’t see the Grammys on Sunday.
It doesn’t take a mathematical genius to see that even when considering all age groups, Grammys broadcasting only reaches a tiny fraction of the US population.
The US people stood by 332.4 million in January, according to US government estimates.
the 9.59 million Nielsen’s figure for Grammys audiences in 2022 (across different platforms and inside and outside the home, remember) is therefore fair 2.9% this total population.
In other words, less than one of 34 US citizens watched the Grammys on Sunday.
Another helpful context: The biggest live TV event in the US last year was the Superbowl, which drew 92.88 million TV viewers according to Nielsen ratings.
That was almost ten times The big of 9.59 million Audience reaching the 2022 Grammys over the weekend.
Perhaps the most honest lens through which we should judge the reach of the 2022 Grammys is to simply compare it to previous Grammy shows.
According to Nielsen data, the 2020 Grammys (just two years ago) drew a live TV audience 18.7 millionnearly twice the equivalent reach of the 2022 Grammys (8.93 million, the number that doesn’t include the outdoor ad).
The high point of the modern Grammys came in 2012 — a decade before Sunday night’s show — when 40 million Spectators tuned in to the live ceremony on TV (see graphic below).
Artists such as Taylor Swift, Rihanna & Coldplay, Nicki Minaj, Katy Perry and Adele performed this year.
Adele conquered the 2012 Grammys, winning Album of the Year (21), Best Pop Vocal Album (21), Record of the Year (Rolling In The Deep), Song of the Year (Rolling In The Deep) and Best Pop Song Solo Performance (Someone Like You).
The 2022 Grammys brought big wins for the likes of Jon Batiste (Album of the Year), Silk Sonic (Record of the Year, Song of the Year), Olivia Rodrigo (Best New Artist) and Doja Cat & SZA (Pop Duo/Group Performance).
Appearances on the show have come from the likes of Billie Eilish (and Finneas), Lady Gaga, BTS, Lil Nas X with Jack Harlow, Silk Sonic, Olivia Rodrigo and more.
The 64th Annual Grammys was originally scheduled to be held in Los Angeles on January 31, 2022, but due to a surge in the Omicron variant of Covid, the Recording Academy postponed the event.
It was later rescheduled for the April 3 Las Vegas MGM Grand.
Cinq Music Group’s repertoire has won Grammy Awards, dozens of Gold and Platinum RIAA certifications, and numerous #1 spots on a variety of Billboard charts. His repertoire includes heavyweights like Bad Bunny, Janet Jackson, Daddy Yankee, TI, Sean Kingston, Anuel and hundreds more.music business worldwide
https://www.musicbusinessworldwide.com/once-again-nearly-98-of-18-to-49-year-olds-in-the-us-didnt-watch-the-grammys-on-sunday/ Again, nearly 98% of 18-49 year olds in the US missed Sunday’s Grammys