It may have been a bad night for Madonna at the MTV Video Music Awards, but the event offered a few glimmer of hope for the network.
The Nielsen company estimated that 5.23 million Monday & # 39; s annual tribute to what is currently in popular music across various Viacom-owned networks. Although this is lower than the 5.68 million seen last year, it seems that the network has slowed the rapid decline of the show in recent years, while digital involvement increased.
MTV estimated that there had been 141.6 million video streams of content in the past month in the award show – including Monday night – of 76 million a year ago. MTV said it has no estimate of how many people streamed the entire show from Monday through the network app.
These figures are of greater importance for the younger viewers who are looking for MTV, given how many people are now experiencing "television" on their devices.
Among viewers aged 18 to 34, MTV topped all other cable and broadcast numbers for the period that the VMAs were turned on, Nielsen said.
The viewing figures for the award show have rapidly decreased in recent years. In 2015, for example, 9.8 million views on television. In 2011, when Katy Perry was the big winner, the show had a record audience of 12.4 million people.
MTV moved the event from Sunday to Monday this year, which is generally a better night for the network, and closer to the middle of August, so there would be less competition.
The show had its moments, including a glittery Jennifer Lopez medley. Madonna got a hard response when she told a story about the late Aretha Franklin who had more to do with her than the deceased Queen of the Soul.
However, the event as a whole was lacking in star power, including Drake, Bruno Mars, Childish Gambino, Beyonce, Rihanna and Kendrick Lamar. If MTV can prove that it has arrested the decline of the event, it may cause stars to be more willing to appear in the future.
With a double shot of the most popular show, America's Got Talent, NBC won the week in prime time with an average of 4.4 million viewers. CBS had 3.6 million viewers, ABC had 3.2 million, Fox had 1.6 million, ION Television had 1.4 million, Telemundo had 1.2 million, Univision had 1.1 million and the CW had 800,000.
Viewers continue to do other things to do. The prime-time ratings for the four largest networks fell by 13 percent compared to the same week last year. Two of the three news networks on the cable had better ratings than the Fox network.
Fox News Channel was the most popular cable network of the week, averaging 2.24 million viewers in prime time, MSNBC had 1.78 million viewers, HGTV had 1.35 million, the US had 1.34 million and ESPN had 1.26 million. million.
ABC & # 39; s & # 39; World News Tonight & # 39; led the evening news with an average of 8 million viewers. NBC & # 39; s "Nightly News" was second with 7.4 million viewers and the "CBS Evening News" had 5.6 million.
For the week of August 13-19, the top 10 shows, their networks and viewers: "America & # 39; s Got Talent" (Tuesday), NBC, 11.14 million; "America & # 39; s Got Talent" (Wednesday), NBC, 9.86 million; "60 minutes", CBS, 6.29 million; "Big Brother" (Wednesday), CBS, 5.83 million; "Big Brother" (Sunday), CBS, 5.8 million; "Big Brother" (Thursday), CBS, 5.73 million; "The Big Bang Theory," CBS, 5.51 million; "NCIS", CBS, 5.4 million; "World of Dance," NBC, 5.13 million; "American Ninja Warrior," NBC, 5.08 million.