Viewership increased by +2 million viewers with time-shifted and out-of-home viewing
The 61st Annual GRAMMY Awards increased viewership from 19.96 million to 22 million viewers, a jump of +10% when live plus seven-day time-shifted and live plus same day out-of-home viewing was factored in, according to reporting issued for the awards show by Nielsen. With these new results, the GRAMMY Awards continues to be the most-watched non-sports, non-Super Bowl Sunday program so far this season.
According to Radha Subramanyam, Chief Research and Analytics Officer for CBS Corporation, the increase reflects the type of lift all event programming should expect in the future. “As new measurement metrics become more available, more complete and accurate data is giving us a better picture of who is actually watching. We are pleased that Nielsen is putting reliable measures of out-of-home viewing into the marketplace.”
Additionally, Nielsen Media Research now estimates that over 43 million viewers watched all or part of the broadcast (based on a six-minute qualifier).
