Grammy Awards hit 25M viewers, largest audience this season
Taylor Swift, The Weeknd and Lady Gaga helped the 58th Annual Grammy Awards reach record highs for non-sports related viewing this year. The broadcast aired for the first time on a Monday and live in the Pacific/Mountain time zones, the broadcast also averaged 24.95 million viewers, the largest audience of any entertainment program this season. Those numbers are according to Nielsen time-adjusted fast affiliate ratings for Feb. 15.
Overall, the event is still down from previous years. While CBS reached a new high with streaming, 25M is a low for the program when compared to the last seven years.
The event marks CBS’s best Monday program performance in viewers, adults 18-49 and adults 25-54 since May 16, 2015, the night of the “Everybody Loves Raymond” series finale.
In late night, THE LATE SHOW with STEPHEN COLBERT was the most-watched show in viewers (3.50m). The late-night talk show delivered its largest audience and highest rating in adults 18-34 since Sept. 22, 2015 and its biggest rating in adults 18-49 (0.9) since Sept. 29, 2015.
The troubled livestream of the Grammy’s was available through CBS All Access, the CBS Television Network’s digital subscription video on-demand and live streaming service. Despite the issues with the stream, the service broke new records in all key metrics, including time spent, unique users and new daily sign-ups for the service.
CBS All Access enjoyed its highest day ever for both time spent live-streaming and unique users, up 247% and 192% respectively, over last year’s GRAMMY Awards. In addition, CBS All Access recorded its highest sign-up day in the history of the service.
“Last year marked the first live stream of the GRAMMY Awards on digital platforms and we saw a tremendous response from audiences,” said Marc DeBevoise, Executive Vice President and General Manager of CBS Digital Media for CBS Interactive. “This year we offered the live stream to consumers in even more markets and across more devices than ever before, and music fans responded in a big way, breaking records for the service across every metric.”
The GRAMMYs also drove record traffic across all of CBS’s digital platforms, including CBS.com and the CBS App. Unique users, visits and time spent were each up double-digit percentage points over last year.
This year marked the first year that a live stream of the GRAMMYs was available on connected devices, including Apple TV, Roku Players and Roku TV, Chromecast, Android TV, Xbox 360, and Amazon Fire TV and Fire TV Stick. In addition, it was available to stream live online at CBS.com, on iOS, Android and Windows 10 mobile phones and tablets.
The CBS All Access live stream was available to consumers in 130 markets across the U.S., including New York City, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Boston, Detroit, Minneapolis, Miami, Denver, Sacramento, Pittsburgh and Baltimore.