Emmys Drop as Niche Shows Win: Why Does Broadcast Carry This Ad for Cable and Streaming?
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The Primetime Emmy Awards is suffering from the same malaise that for years has been plaguing its glitzier, more glamorous cousin, the Academy Awards, as its celebration of offbeat, less populist programming has come at the expense of the event’s national TV ratings.
According to Nielsen time zone-adjusted data, CBS’s broadcast of the 69th installment of TV’s annual valentine to itself averaged 11.4 million viewers, and while that marked a very slight improvement compared to ABC’s year-ago delivery (11.3 million), there was a decline in the number of viewers that advertisers want most. Whereas the 2016 broadcast drew a 2.8 rating, or approximately 3.59 million adults 18 to 49, this year’s edition averaged a record low 2.5 in the demo. That translates to 3.22 million adults 18 to 49, a drop of 10 percent.
The demo delivery for last year’s Emmys marked a 22 percent drop compared to the 2015 show on Fox.
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