Nielsen data shows viewers have lost interest in award shows


The Academy Awards are the largest night time for Hollywood, however fewer and fewer individuals exterior that circle are tuning into the occasion.

Last Sunday, viewership for the annual Oscars telecast plunged to a new low, with 10.4 million individuals watching to search out out which movie took dwelling the best picture prize, in keeping with Nielsen data. That’s a virtually 56% drop from the 23.6 million viewers that turned on their TVs for this system final yr.

The Academy’s third hostless present in a row scored a 2.12 ranking amongst adults 18-49, a key demographic for advertisers, a 60% drop from 2020.

The drop in each metrics isn’t solely shocking, as award shows, in normal, have confronted declining viewership in current years. And few of the nominees had been thought of mainstream, given film theaters have been largely shuttered for a yr as a result of pandemic.

The Emmy Awards, which aired in September, noticed the lowest viewership of any such ceremony in the Television Academy’s history. The present drew solely 5.1 million complete viewers, down 14% from final yr’s occasion, in keeping with Nielsen.

The Grammys, too, noticed staggering declines. This yr’s award ceremony drew 9.23 million viewers, a 51% drop from the 18.69 million who tuned into this system in 2020.

So, are individuals changing into uninterested in huge award ceremonies or are they only watching them in a different way?

Some argue that the inundation of too many dwell award present ceremonies has saturated the market and made top-tier award shows just like the Grammys, Emmys and Oscars much less thrilling to viewers.

The Golden Globes, the Video Music Awards (VMAs), Billboard Music Awards, Country Music Awards, BET Awards, People Choice Awards, Critics Choice awards and numerous different ceremonies have all been televised in current years. With such little curation, it would not be shocking if viewers began to really feel fatigued.

Not to say, youthful viewers, lots of whom have lower cable, aren’t as prepared to sit down via the normal 16 to twenty minutes of commercials per hour that comes with a dwell TV telecast. A 3-hour present just like the Oscars can imply an hour price of advertisements.

There are additionally some who bemoan Hollywood, in specific, for utilizing its award ceremonies to make political and social statements. Regina King, who opened Sunday’s Oscars, used her time to allude to how Minneapolis police officer Derek Chauvin was found guilty on three charges stemming from the killing of George Floyd, an unarmed Black man, final yr.

“Now, I know that a lot of you people at home are going to reach for your remote when you feel like Hollywood is preaching to you, but as a mother of a Black son, I know the fear that so many live with and no amount of fame or fortune changes that,” she mentioned.

Then there are the nominees themselves. Nielsen’s data shows that in the years the place sure, extra commercially well-liked, films had been nominated, extra individuals tuned in. 2019′s ceremony, which hit 29.6 million viewers, featured nominees from well-liked movies like “Black Panther,” “Spider-Man: Into the Spider-Verse,” “Bohemian Rhapsody” and “A Star is Born.”

Similarly, even a decade in the past, when “Avatar,” “Up,” “Inglorious Basterds,” “District 9,” “The Hurt Locker” and “The Blind Side” had been all nominated for finest image, rankings hit 41.6 million.

Of course, there’s the chance that persons are watching these award ceremonies, however are watching the applications in a different way. The Nielsen data would not embrace figures for viewers who opted to observe any of the main award shows on streaming platforms.

Dan Rayburn, a media and streaming analyst, mentioned one barrier is that the streaming business hasn’t but agreed on a set definition of what a viewer is. Each streaming service has a distinct means of reporting how many individuals have watched a selected film, TV present or dwell program. This could make it troublesome to make comparisons between platforms and between these platforms and conventional cable suppliers.

Oscars 2021 protection from CNBC

Read extra about this yr’s Academy Awards:

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