Monday, February 14, 2011

Social media impacts Grammy ratings

The Grammy Awards scored their best television rating since 2001 and much of that success can be attributed to Twitter's trending topics last night. The Grammys dominated Twitter chatter, thus sending eyeballs to the telecast which was also buoyed by early-in-show appearances from Lady Gaga, Justin Bieber and a divas' tribute to Aretha Franklin. (On a side note, Christina Aguilera, one of the divas who sang some of Franklin's songs, continued her bad month by falling on the stage after the divas' performance.)

The telecast drew 26.55 million viewers--a 3% increase over the 2010 program. It also was the youngest-skewing telecast since 2004, according to, with seven-year highs among 18-49 year olds and 18-34 year olds.

Will this ratings hit bode well for the Academy Award telecast in March? ABC sure hopes so given the going rate of $1.7 million per television spot, a two-year high for 30-second commercials on this show.

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