Even Beyonc Can't Save the VMAs
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For all the noise it made on social media, Sunday night’s simulcast of the 2016 MTV Video Music Awards barely registered on the “rustling leaves in the distance” threshold of Nielsen’s metaphorical TV ratings decibel scale.
According to the final live-plus-same-day data, MTV’s annual pop spectacle failed to draw much of a crowd on linear TV, averaging just 3.27 million viewers on the flagship network and around 6.5 million viewers overall when simulcasts across sibling outlets such as VH1, Comedy Central, BET, Spike, TV Land and CMT were factored into the mix. All told, the VMAs were telecast concurrently across 11 of the Viacom cable networks.
In terms of overall deliveries, the VMAs were down 34% compared with last year’s multicast, which drew 9.57 million viewers. MTV’s primary telecast averaged just 3.27 million viewers, down 35% from the 2015 VMAs’ 5.03 million viewers. (The 2014 VMAs, which were not simulcast, averaged 8.26 million viewers.)
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