[06/08/09 - 12:18 PM]
CBS Specials Hit Ratings Trifecta for Major Award Shows in 2009
CBS spins the numbers for its award specials to date this season.

[via press release from CBS]


"The Grammy� Awards," "The Academy of Country Music� Awards" and "The Tony Awards�" All Deliver Significant Year-to-Year Audience Increases

CBS's "Specials" have lived up to their name in 2009. Last night's broadcast of THE 63RD ANNUAL TONY AWARDS� completed a ratings trifecta, joining THE 51ST ANNUAL GRAMMY� AWARDS and the 44TH ANNUAL ACADEMY OF COUNTRY MUSIC� AWARDS as major award shows to grow their audience on CBS this year.

All three awards show broadcasts posted significantly higher ratings than the prior year and/or their highest ratings in the past several years.

? On Feb. 8, THE 51st ANNUAL GRAMMY AWARDS (S) posted an 11.2/18 in households with 19.05m viewers, 7.8/18 in adults 25-54, 7.4/18 in adults 18-49, 6.9/18 in adults 18-34 and 5.0/17 in teens. Compared to last year's ceremony (same night last year, 8:00-11:40PM), THE GRAMMY AWARDS was up +9% in households, +10% in adults 25-54, +14% in adults 18-49, +23% in adults 18-34 and +28% in teens.

? On April 5, THE 44th ANNUAL ACADEMY OF COUNTRY MUSIC AWARDS (S) was first in households (8.8/14), viewers (14.78m), adults 25-54 (4.9/12) and adults 18-49 (3.8/10) � winning every half-hour in these measures. Compared to the event last year (May 18, 2008), CBS was up +21% in households (from 7.3/12), +32% in adults 25-54 (from 3.7/09), +31% in adults 18-49 (from 2.9/08), +24% in adults 18-34 (2.6/08 from 2.1/06) and added +3.04m viewers (from 11.74m, +26%). This is THE ACADEMY OF COUNTRY MUSIC's best delivery in households since May 9, 2001, in viewers since May 5, 1999, in adults 25-54 since May 22, 2002 and in both adults 18-49 and adults 18-34 since May 17, 2005.

? Last night, THE TONY AWARDS (S) was second in households (4.9/09) and viewers (7.45m) while averaging a 1.8/05 in adults 25-54 and 1.3/04 in adults 18-49. Compared to last year's ceremony (6/15/08), THE TONY AWARDS were up +11% in households (from 4.4/08), +20% in adults 25-54 (from 1.5/04), +18% in adults 18-49 (from 1.1/03) and added +1.18m viewers (from 6.27m, +19%). This is CBS's best TONY AWARDS delivery in these measures since the 2006 ceremony.

Next up for CBS: on Sunday, Sept. 13, the Network will broadcast the 61ST PRIMETIME EMMY AWARDS.

  [june 2009]  

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