About 2.8 million people tuned in to Sunday’s Conan O’Brien-hosted MTV Movie Awards, a million fewer viewers (-27%) than last year’s show. The 2013 trophy show clocked 3.8 million total viewers — up compared to previous year’s 3.2 million even though big winner Jennifer Lawrence didn’t show up, and Parks And Recreation’s Aubrey Plaza got thrown out. Those who watched Sunday’s fan-voted awards saw The Hunger Games: Catching Fire cop movie of the year, Mila Kunis hide her baby bump, Zac Efron lose his shirt and Mark Wahlberg score the MTV Generation Award — or, as he called it, the You’re Too Old To Come Back Award — and Eminem and Rihanna doing the TV debut of their hit “The Monster.”
Sunday’s show also was down by double digits in the network’s core 12-34 demographic, pulling a 2.6 compared with last year’s 3.4 — a 23% drop — and the previous year’s 2.8. In 2012, the MTV Movie Awards pulled in 3.2 million viewers and a 2.8 rating in 12-34. That had all been good news because 2012 was down a troubling 28% in the demo from the 2011 show. Additionally, last year’s show was up 45% among adults 18-34 and up 44% with adults 18-49 compared to ’12.