The 55th Annual Grammy Awards delivered 28.37 million viewers, the second largest audience for the awards broadcast since 1993, according to Nielsen updated preliminary live plus same day ratings for Sunday.
From 7 to 10:30 p.m. Sunday, The Grammys posted a 15.9/25 with 28.37m viewers, 11.2 in adults 25-54, 10.1 in adults 18-49 and 9.3 in adults 18-34, according to a CBS news release.
That’s the Grammys’ second best delivery in viewers since 1993 and second best delivery in both adults 25-54 and adults 18-49 since 2004 – all behind 2012′s broadcast, which aired a day after Whitney Houston’s sudden death.
Compared to the 2011 ceremony (on Feb. 13, 2011), CBS was up +7% in households (from 14.8/25), +4% in adults 25-54 (from 10.8/26), +1% in adults 18-49 (from 10.0/27) and added +1.70m viewers (from 26.67m, +6%).
According to the release, 55th Annual Grammy Awards also set a new social TV record for an award show with more than 18.7 million social media comments, second only to the 2013 Super Bowl, and topping the social TV record it set last year by +44%. (Source: Bluefin).
Given the strange and sad circumstances surrounding the 2012 Grammys – producers and performers scrambled to pay tribute to Houston on the show – it’s not surprising that the ratings were down this year compared to last.
The hit cable series “The Walking Dead” also might have taken a bite out of the Grammy ratings: According to EW.com, Sunday night’s midseason return of the AMC zombie drama delivered 12.3 million viewers and a 6.1 adults 18-49 rating — its biggest yet in both measurements.
To read my Grammys live blog, click here.