NEW YORK — “The 1999 MTV Video Music Awards” shattered the ratings record for basic cable’s highest-ever rated entertainment show and also skewered all broadcast web competitors in key demographics for the night.
MTV’s three-hour broadcast Thursday scored an 11.2 rating/18 share (representing 8.2 million households) in MTV homes, according to Nielsen Media Research. MTV can be seen in 72 million homes.
MTV’s previous “VMA” ratings record was an 8.5 in 1990 in MTV homes.
No cable entertainment program has ever come close to double-digit ratings. In addition to breaking cable viewership records, the MTV’s awards show beat all the broadcast webs nationally in the 18-49 age bracket on Thursday.
In the 18-49 demographic, the 8-11 p.m. “VMAs” earned a 5.5/16, good enough to beat NBC’s strong Thursday night lineup, which managed only a 5.2/15.
The “Pokemon” phenomenon continues to explode Saturday mornings, with a Sept. 4 season premiere episode that’s captured the highest kids 2-11 rating for any Saturday morning telecast since September 1997. Earning a 7.8 rating/31 share in the 2-11 demo, that “Pokemon” seg boosted the Kids WB team to a record Saturday ayem average of 4.3/20.
That was enough to top the competition on Nickelodeon (a national 4.1/19), Fox (3.4/16), ABC (2.3/12), UPN (1.4/8) and CBS (0.5/13).