Emmys sink to a new low as streaming, premium cable leave network TV in the dust | Advertising

As streaming services like Netflix and Amazon Prime increasingly make off with the lion’s share of the Emmy Awards accolades, the industry’s annual celebration of itself continues to shed viewers.

According to Nielsen live-plus-same-day data, NBC’s live broadcast of the 70th Annual Emmy Awards delivered an historically diluted audience, averaging 10.2 million viewers, of whom approximately 3.1 million were members of the 18-to-49 demo that advertisers want most. Overall viewership was down 11 percent compared to last year’s Emmys, which aired in the show’s usual Sunday night spot opposite NBC’s “Sunday Night Football.”

While Monday night’s broadcast now stands as the all-time lowest-rated Emmys on record, the declines are in keeping with the diminishing returns posted by TV’s other high-end award shows. In January, CBS’s presentation of the 60th Grammy Awards plunged 24 percent to 19.8 million viewers, making it the least-watched Grammys in nine years. Two months later, ABC’s coverage of the 90th Annual Academy Awards slumped to an all-time low of 24.4 million viewers; as with the Grammys, this worked out to a loss of 24 percent of the year-ago audience.

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