The 52nd annual Grammy Awards were the show’s highest-rated telecast since 2004. According to time-zone adjusted national ratings from Nielsen, viewership for the telecast with a heavy emphasis on fan favorites Lady Gaga, Beyonce and Taylor Swift , entertained an average audience of 25.8 million in prime-time, up about 35% from a year earlier.
Among advertiser-beloved 18- to 49-year-olds, Sunday night’s show generated a 9.8 rating, up 32% year over year. Likely working in its favor: host network CBS strived to bridge generations (and capture a broader audience) with a series of duets, including Lady Gaga and Elton John and Taylor Swift and Stevie Nicks, as well as a 3D tribute to Michael Jackson.
“Celebrity obsession is at an all-time high,” said John Rash, an analyst for ad firm Campbell-Mithun, and the Grammys provide “an easy, accessible escape.”
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