CBS Posts Grammy Viewer, Ad Gains: Digital Soars
- by Wayne Friedman , February 13, 2017
CBS’ “59th Grammy Awards” posted steady increases in overall viewers and advertising revenue.
The big music award show gained 4% to 26.05 million, up from 24.93 million in 2016, among Nielsen total average viewers. Key demographic viewer groups were also higher -- up 1% in adults 18-49 to a 7.8 rating; 3% better in adults 18-34 to a 6.6 rating; and flat in adults 25-54 to a 9.0 rating.
CBS says its digital subscription video-on-demand live streaming service platform, CBS All Access, broke a new record for daily sign-ups. Total time spent up among all its digital outlets gains 94% over last year’s Grammy show.
National TV advertising revenue also gained -- 11% to $78.1 million, according to estimates from iSpot.tv. A year ago, advertisers were estimated to have spent $70.2 million.
Some 59 brands airing 89 spots this year. Target was the big spender this year -- $8.4 million; Lincoln Motor, $5.8 million; Walt Disney Pictures, $3.1 million; adidas, $3.1 million; and MasterCard, 3.1 million.
Nielsen says “The 59th Annual Grammy Awards” topped 27,600,000 total interactions -- 20.2 million for Facebook and 7.4 million for Twitter.
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These numbers are very interesting to me and I was just having a converstation with my coworkers today about the ads during award show as opposed to ads during the Super Bowl. It seemed to us that ads during award shows have become equally as important and equally as enteritaing. Especially this year as the Super Bowl ads were some what of a flop in many peoples opinons, it was nice to see some very creative and entertainig ads during the Grammy's last night. Its a great way to put products out there becasue almost as many people tune in for these shows as they do for the Super Bowl. Obviously these ads don't cost nearly the amount that a spot during the Super Bowl would cost but as the article metioned the revenue from ads during this award show were up 11%. I wonder that if in the coming years thsee award shows will become just as big as the Super Bowl and will generate the revenue and buzz like the Super Bowl does. Like metioned before it is a great way to promote prodcuts and a different kind of product at that. Last night we saw the ads air on the more musical side as opposed to the sports/beer side like in the Super Bowl. Shows like the Oscars could promote classier and more luxury items as it is the "Super Bowl" of award season. All in all I personally think in the coming years award show ads will be just as talked about as Super Bowl ads.