Grammys: Viewership Dives; Advertising Revenues Remain Stable

While CBS' "Grammy Awards" hit a big viewership decline this year, national TV advertising revenue remains strong.

"The 60th Grammy Awards" pulled in $81.1 million in national TV revenue, according to one initial estimate from iSpot.tv. A year ago, the "Grammy Awards" posted $81.4 million.

Big TV advertisers this year include Target ($7.8 million), Lincoln Mercury ($5.8 million), Google Phones ($3.9 million), Uber ($3.9 million) and Warner Bros ($3.5 million). A year ago, top advertisers included Target, Lincoln Mercury, Google Phones, Mastercard, Adidas and Walt Disney Pictures.

Industry estimates were that CBS was seeking $1 million for a 30-second commercial for this year’s “Grammy Awards.”

This year’s three-and-a-half-hour awards show was down 24% in total viewers to a Nielsen 19.8 million viewers (26.1 million in 2017) and off 12% in key 18-49 viewers at a Nielsen 6.9. (It was 7.8 a year ago.)

CBS’ “59th Grammy Awards” had a 4% increase in overall viewers to 26 million versus the 2015 awards show. Key demographic viewer groups were also up -- 1% higher in adults 18-49 to a 7.8 rating; 3% higher in adults 18-34 to a 6.6 rating; and flat in adults 25-54 to a 9.0 rating.