Sunday’s telecast of the “MTV Video Music Awards” drew more than 10 million viewers in its first airing, as Justin Timberlake, Taylor Swift and Bruno Mars helped show bounced back from its low tallies of last year.
The first awards show to be broadcast live from Brooklyn’s Barclays Center, the VMA Awards averaged an estimated 10.1 million viewers in its premiere from 9 to 11 p.m. — up from the 16-year low of 6.13 million it drew a year ago when the VMAs were shifted to Thursday night and an earlier start time.
Despite the bounce-back, the VMA Awards came in below its viewership of 2011 and 2012, according to Nielsen. But it was higher than any year from 2006-2010.
A second airing of the VMA Awards late Sunday drew 2.8 million viewers, bringing the cume audience for the night to 12.9 million.
Timberlake was the big winner of the night, taking home the top prize for video of the year for “Mirrors” and a special achievement honor, and also led an onstage reunion of boy band ‘N Sync. Hip-hop artists Macklemore & Ryan Lewis, Taylor Swift and Bruno Mars were among other top winners, with Macklemore & Lewis taking home three awards, including best hip-hop video.
The 2013 “MTV Video Music Awards” also was a huge player across MTV’s Web, mobile and social channels, with Sunday ranking as the biggest VMA day in history. More than 4 million fans visited VMA content on MTV.com, mobile Web and MTV app, generating more than 15 million total streams — five times higher than last year’s show day.