From Entertainment Weekly: But the show’s ratings deliver yet another shock: According to CBS, the telecast drew 26.7 million viewers and a 10.0 adults 18-49 rating from 8 to 11:30 p.m.
That’s up very slightly from 2010 and marks the show’s biggest adult demo number since 2004 and the largest audience for the show since at least 2001.
Higher numbers in this era of added competition and diminished ratings is impressive. Often the Internet is blamed for fewer viewers. I think the Grammys shows the Internet can also be helpful.
The Grammys, Jersey Shore, American Idol, Emmys and Oscars are all ‘talk about’ shows. Though we watch separately and often alone social media allows us to watch together.
This is worth keeping your eye on. Much of the social media bump is now serendipitous. Better integration could change that. Increased ratings through social media can be cultivated.
The bump is probably finite. Once everyone tries to take advantage the mojo will go away or be tougher to get. Right now lots of people are leavinng money on the table by not taking advantage.