Shattering a Global record, last night’s 53rd Annual GRAMMY Awards was the most-watched broadcast in half a decade. With the large number of stellar Canuck artists nominated for the golden gramophone this year, the Awards were clearly an event Canadians were eager to see. Global beat out the competition pulling in a record-breaking 3.3 million viewers (Ind. 2+). The three-hour broadcast peaked at 9:12pm with 4.4 million viewers (Ind. 2+) watching as Justin Bieber and Usher took to the stage.
Leading up to the awards broadcast, 740,000 viewers (Ind. 2+) were equally captivated by ET Canada’s one-hour live red carpet pre-show special. Now in its sixth consecutive year, The Grammy Awards: ET Canada Live beat out the E! red carpet pre-show nationally in the 7-8pm hour by 144% for Ind. 2+ and 68% for Adults 18-49.
DATA HIGHLIGHTS (All data A18-49 unless otherwise indicated):
* Total reach for GRAMMY Awards broadcast tallies up to an impressive 10 million viewers who watched at least part of the broadcast (Ind. 2+, national)
* Global wins the night both nationally and in all metered markets with 1.6 million viewers in the key A18-49 demo
* Broadcast up by 21% year-over-year nationally and in the key Toronto market
For a complete recap of all the GRAMMY Awards highlights viewers can tune into ET and ET Canada tonight beginning at 7pm ET/PT on Global.
Source: All data based BBM Canada PPM – Feb. 13, 2011 based on overnight data. All 2010 data is BBM PPM Confirmed.
