Five years into the current 10-year contract between CBS and The Recording Academy, the two sides have extended their agreement for the Grammy Awards for five more years. The pact, signed yesterday by CBS Corp. chairman Leslie Moonves and The Recording Academy president and CEO Neil Portnow in Studio City, will keep the Grammys on CBS through 2026. That will be a 54-year run for the top music awards show, which has been airing on CBS since 1973, setting a new record for the longest continuous partnership between an awards show and a broadcaster in television history.
Like with the current agreement, the new extension, which had been in negotiations for the past several months, includes annual two-hour Grammy specials as well as additional programming.
Grammy Awards Draw 24.9M Viewers; Lowest Audience Since 2009
After moving from their longtime Sunday home to Monday this year to lower ratings, the upcoming 59th annual Grammy Awards will air again on Sunday. The show is scheduled for February 12, 2017, at Staples Center in Los Angeles and will remain live.
“We’ve called CBS home for more than 40 years, and they have truly become an exceptional partner to The Academy, sharing in our commitment to showcase music’s transformative power through our annual telecast,” said Portnow.
Added Moonves, “The broadcast of the Grammys and our long-standing relationship with extraordinary partners at The Recording Academy represent an important part of CBS’ past and future.”
In their first live broadcast live on both coasts, the Grammys this year drew 24.95 million viewers and a 7.7 rating among adults 18-49 in Live+Same Day. While still a formidable delivery, that was a drop of 9.4% from last year to the lowest demo Grammy result since 2009. Viewershipwise, the LL Cool J-hosted show dipped 1.4% from 2015 to log the smallest audience since 2009 (19.04 million).
Despite some technical difficulties, streaming provided an upside for CBS. Offering a free trial, the net’s CBS All Access had its best day ever across the metrics board. Compared to last year’s Grammys, the service was up 247% in live streaming and 192% in unique users. The show was also available for the first time to watch live via streaming on the likes of Apple TV, Roku players, Android TV and Xbox 360, among others.
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