UPDATE, 1:33 PM: The final numbers are out for the 2021 Grammy Awards, and they’re not going to make the Top 10.
Well, unless you are talking about the Top 10 least watched Grammys ever. Under that metric, the 63rd annual Grammys were #1.
While topping the audience for the most recent Emmys and the Golden Globes respectively, the 8.8 million that the Grammys scored last night cratered 53% from last year’s final results. And the 2.1 rating among adult 18-49 is not only down 61% from the final numbers of the 2020 Grammys, but an all-time low of its own as well.
It is also worth noting that that final 8.8 million who tuned for the Trevor Noah hosted shindig out of DTLA was not just on CBS. The network bundled the data with those who live streamed the primetime ceremony on CBS.com, the CBS app and the newly relaunched Paramount+ streamer. The figures released today do not include out of home viewing or delayed viewing
PREVIOUS, 10:30 AM: From local juke joints waiting to reopen out of the coronavirus pandemic to Beyoncé making more music history and Taylor Swift’s Folklore snagging album of the year, the semi-virtual 62nd annual Grammy Awards hit a lot of high notes Sunday night.
Add a deft hosting stint by Trevor Noah live in Los Angeles, the incomparable Megan Thee Stallion and that Silk Sonic performance, and CBS had itself quite the show. Sad to say, continuing the verse/chorus/verse of awards shows this past year of the pandemic and previously, the rousing Grammys were not watched by that many.
In early-ish metrics, music’s big night snagged 7.9 million viewers and a 1.9 rating in the adults 18-49 demographic. On a night when the Grammys faced American Idol on ABC, animation on Fox and Ellen’s Game of Games on NBC, the 2021 result marks an all-time low for the ceremony, at least in the unadjusted numbers.
Compared with the previous demo low of the 2020 Grammys, this year’s show fell 60% among 18-49s in fast affiliate results. In terms of total sets of eyeballs, the 2021 Grammys were down a hard 52% from last year. Before last night, the all-time low for viewership was the 17 million that tuned in for the 2006 show.
The Alicia Keys-hosted 2020 Grammys went up to a 5.4 among adults 18-49 and 18.7 million viewers in the final and time-zone-adjusted data. Neither of those metrics are in the realm of possibility this year given the fast affiliates we’re looking.
Still, CBS did win the night, in no small part thanks to 60 Minutes (1.2 rating/8.8 million viewers). However, even there things were down as the news mag plus the Grammys was nowhere near the blockbuster territory of Oprah’s sit-down with Meghan Markle and Prince Harry last week.
The Grammys telecast included the latest wins by Beyoncé, who tied Quincy Jones for the second most Grammys ever. Only the 31 wins by the late conductor Georg Solti over the years beat Q and Beyoncé’s haul of 24 Grammys each to date.
Having said that, we will update the Grammy numbers when more metrics come in later. In the meantime, slip into a 1970 soul groove with Bruno Mars and Anderson .Paak’s new Silk Sonic team-up: