Beyoncé Pregnancy Affects ‘A Star Is Born’
Lady Gaga’s male alter ego and Beyoncé’s newly revealed baby bump boosted last night’s 2011 Video Music Awards to a record-breaking 12.4 million total viewers, the largest audience ever for MTV. In the network’s target persons 12-34 audience, the VMAs delivered a 10.8 rating (8.5 million), making it MTV’s most-watched telecast of all time in the demo. Versus last year’s show, the VMAs were up 8% with persons 12-34 and 9% with total viewers. The 2011 VMAs now rank as the No. 1 cable telecast of 2011 with persons 12-34 and the No. 1 non-sports cable telecast of 2011 with total viewers. This is a throwback to MTV’s old days — before the Jersey Shore gang took over and started shattering ratings records — when the VMAs were the once-music channel’s top attraction.
UPDATE: The VMAs were probably helped by a new Jersey Shore, which aired at 7 PM, leading into the VMA pre-show. The reality juggernaut drew more than 8 million viewers and a 7.5 rating (5.9 million) in persons 12-34, up 36% from last year. After the awards show, MTV did a sneak peek of new scripted comedy I Just Want My Pants Back, which got a solid sampling with 5.1 million viewers and a 4.9 rating (5.1 million total viewers). The comedy premieres in January.