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 last night.
Add a deft hosting stint by Trevor Noah live in LA, the incomparable Megan Thee Stallion and that Silk Sonic performance, and CBS had themselves quite the show on Sunday. Sad to say, continuing the verse/chorus/verse of awards shows this past year of the coronavirus pandemic and previously, the rousing Grammys were not seen by that many.
In early-ish metrics, the music’s big night snagged 7.9 viewers and a 1.9 rating among adults 18-49. 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 is an all-time low for the ceremony, at least in the unadjusted numbers.
Compared to the previous demo low of the 2020 Grammys, this year’s show fell 60% among the 18-49s in fast affiliate results. In terms of total sets of eyeballs, the 2021 Grammys were down a hard 52% from last year.
The Alicia Keys-hosted 2020 Grammys Alicia Keys-hosted went up to a 5.4 among adults 18-49 and 18.7 million viewers in the final data. Which, just isn’t in the realm of possibilities this year with the fast affiliates we’re looking at right now.
Still, CBS did win the night, in no small part thanks to 60 Minutes (1.2 rating/8.8 million viewers) – though it wasn’t a blockbuster victory like the one provided by Oprah’s sit-down with Meghan Markle and Prince Harry last week.
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 — and check out their Grammy performance here:
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