Latin Grammys bow with bland ratings

'Brother' provides hefty lead-in for inaugural kudocast

The Latin Grammy Awards premiered to mostly downbeat ratings Wednesday on CBS despite a hefty lead-in from one of the best showings to date for “Big Brother.”

Two-hour kudocast, which included perfs by Gloria Estefan, Ricky Martin and Carlos Santana, averaged an OK 7.47 million viewers and a 3.2/9 in adults 18-49 but saw substantial drop-offs with each half-hour. After opening at 9 p.m. with nearly 9 million viewers, its audience fell to about 6 million from 10:30 to 11.

By comparison, the Grammy Awards on CBS in February attracted an average of 27.78 million viewers and a 12.6/31 in the demo, while last week’s MTV Music Video Awards delivered 9.85 million and a 4.7/13 on the cabler, which is seen in only 75% of U.S. homes.

1st place in N.Y.

According to Nielsen, the Latin Grammys did very well in cities with large Spanish-speaking populations, including first-place finishes in Miami (13.1/20); San Antonio, Texas (11.7/17); New York (10.9/16); and Houston (8.8/12). In Los Angeles, where the show was held, it nabbed a second-place 9.8/17.

It also did well nationally among the youngest of adults (18-34), with its 3.3/11 good enough to eke out a win from 9 to 11.

“Big Brother,” meanwhile, appears to be gaining momentum as the three-month reality series enters its final two weeks.

Perhaps boosted by the houseguests’ talk of bolting the program, which didn’t materialize Wednesday, “Brother” (12.54 million, 5.5/18 in A18-49) delivered its best numbers for any episode that hasn’t followed “Survivor.” It has now accomplished that feat on each of the three Wednesdays since “Survivor” ended its run.

This comes on the heels of its best Saturday and Tuesday perfs to date.

‘Wing’ is king

Elsewhere Wednesday, NBC’s “The West Wing” (12.11 million, 4.0/11 in A18-49) reaped immediate dividends from its big Emmy haul three days earlier. White House drama legislated its best numbers of the summer, up by 18% in viewers and by 14% in the demo compared with the previous week.

It easily won the 9 p.m. hour in viewers while placing a competitive second to ABC’s comedies (4.4/12 average) in adults 18-49.

And at 10 p.m., ABC’s documentary series “Hopkins 24/7” (9.40 million, 4.3/12 in A18-49) continues to be a strong performer, winning its hour in the demo and delivering its best numbers in three Wednesday tries.

Overall, ABC scored its best Wednesday 18-49 rating (3.8/11) in 10 weeks, with “Spin City” (4.2/11) hitting a 12-week high.

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