Despite moving off its traditional Sunday night to Monday, this year’s Grammy Awards on CBS produced a slight year-over-year increase in overall viewership — even if it fell to a seven-year low in the key young-adults demo.
According to preliminary Nielsen estimates that incorporate first-time live West Coast viewing of the Grammys, Monday’s telecast averaged a 7.7 rating in adults 18-49 and 24.95 million viewers overall from 8-11:30 p.m. ET. This is down 7% in the demo (from 8.3) but up slightly in total viewers (from 24.82 million).
That makes the Grammys the television season’s most-watched entertainment telecast. And despite the decline among young adults (to its lowest average since the 2009 show did a 7.4), the Grammys remain firmly entrenched as the No. 2-rated awards show on television, behind only the Oscars.
Last year’s Oscars took a tumble from its above-average numbers of 2014, falling to its lowest averages in six years (11.0 in 18-49, 37.3 million total viewers). Last fall also saw lower numbers for the Primetime Emmy Awards on Fox as well as the CMAs and AMAs on ABC. And last month, the Golden Globes on NBC fell joined the others in posting declines, though its were minimal.
Increases in online streaming could be at least partially to blame for lower television tune-in among young adults, with CBS on Tuesday reporting record-breaking numbers for its All Access subscription service.
The National Academy of Recording Arts and Sciences moved this year’s show to avoid airing on the middle night of a three-day weekend, which was also Valentine’s Day. As a result, the Grammys telecast missed a head-to-head collision with AMC’s “The Walking Dead,” but it did have to face tough competition including ABC’s “The Bachelor” and Fox’s “The X-Files.”
Last night’s Grammys telecast gave CBS its top Monday averages since the night of the “Everybody Loves Raymond” series finale in May 2005.
The 58th Annual Grammy Awards, hosted by LL Cool J from the Staples Center in Los Angeles, handed out top prizes to Taylor Swift (album of the year for “1989”), Mark Ronson and Bruno Mars (record of the year for “Uptown Funk”) and Ed Sheeran (song of the year for “Thinking Out Loud”). Rapper Kendrick Lamar was another big winner, picking up five statuettes.
Looking elsewhere at Monday’s ratings action, “The Bachelor” was the No. 1-rated series of the night in 18-49 (2.2 rating/6 share, 7.1 million viewers overall) but was down 0.3 from its high of the previous week. It edged out Fox’s penultimate episode of “The X-Files” (2.1/6 in 18-49, 7.1 million viewers overall), which itself was down 0.4.
On a night when everything drooped opposite the Grammys, Fox’s “Lucifer” held up best (1.6/4 in 18-49, 5.2 million viewers overall), off just a tenth week to week. NBC’s “Superstore” (1.2/4 in 18-49, 3.9 million viewers overall) and “Telenovela” (0.7/2 in 18-49, 2.3 million viewers overall) dipped to their lowest scores one week in advance of their season finales.