The 2015 MTV Video Music Awards is the most tweeted nonsports program since at least October 2011, according to Nielsen Media. That’s when Nielsen began tracking Twitter TV activity, the org said today.
In the U.S., 2.2 million people sent 21.4 million tweets about the VMAs, and nearly 11.8 million people saw those tweets a total of 676 million times (impressions), Nielsen reports. That’s up 69% from 2014, when there were 12.6 million tweets. Looking across all programming each year, only the Super Bowl generated more tweets, Nielsen said.
Despite host Miley Cyrus’ best efforts, including her left-breast unveiling, the most tweeted minute occurred at 10:49 PM ET with 247,525 tweets following Kanye West’s announcement he was running for President in 2020.