ABC goes Gaga as Oscar ratings rally 12 percent
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Despite the lack of a host and a consensus favorite among the Best Picture nominees, the 91st Academy Awards managed to claw back some of the viewers who skipped out on last year’s Oscars.
According to Nielsen fast national ratings, ABC’s broadcast of Sunday night’s gala averaged 29.6 million viewers and a 16.4 household rating, improving 12 percent and 10 percent, respectively, compared to last year’s record lows (26.5 million/14.9). In accordance with the increase in overall deliveries, the Oscars also saw an uptick in advertiser-coveted viewers; the 193-minute spectacle averaged a 7.7 in the adults 18-49 demo, a 13 percent rise over last year’s 6.8 rating.
While ABC undoubtedly is relieved to have eked out some not-insignificant ratings gains, it’s worth noting that last night’s deliveries are still anemic compared to the normal run of things. In fact, this year’s show marked only the second time in the modern TV era that the Academy Awards failed to average at least 30 million viewers, and the overall audience and demo numbers are the second-lowest on the books.
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