“The 1998 MTV Video Music Awards” racked up the kudofest’s best Nielsen rating since 1990, pulling in 5.8 million households, which factored out to 8.9 million viewers.
Of those viewers, 6.3 million were between 12 and 34, MTV’s target demo. That total reps the highest rating ever for an MTV awards show in that demo category.
Measured in cable households, the MTV kudocast scored an 8.2 and a 13 share. The special ran 8-11 p.m. on Thursday.
Also on cable, the first four days of “ER” repeats on TNT at 7 p.m. averaged a modest 1.48 rating in cable homes, well below the reported 2 rating TNT is guaranteeing advertisers. But that 1.48 rating was a powerful 124% above that of the time period a year ago, with similar triple-digit gains in the young-adult-women categories that advertisers will pay a premium for.