She might be the top-selling artist in country music, and she might have swept the CMAs, but Taylor Swift was not the biggest live draw on Wednesday’s broadcast.
Rather, as a half-hour breakdown reveals, it was a collection of acts that included Carrie Underwood and Daughtry who brought the show to a peak for their live performances.
The 9-9:30PM half hour, which featured Underwood’s performance, as well as the Daughtry-Vince Gill collaboration and performances from Tim McGraw and Keith Urban, averaged 18.1 million viewers and a 5.6 adults 18-49 rating, which was above the 16.9 million viewer, 5.2 rating average for the 8-11PM broadcast.
9:30-10PM, which featured performances from names like Sugarland and Brooks & Dunn, was the second-highest-rated segment with 17.3 million viewers and a 5.4 rating.
Swift’s performances in the 8-8:30PM and 10-10:30PM half hours drew 16.8 million/4.8 and 16.2/5.1, respectively.
Granted, the data cannot be used to totally dismiss Swift. Her crossover success as a country artist certainly positioned this year’s show for a great deal of hype (and was likely responsible for a portion of the year-over-year ratings increase), and a case can certainly be made that performing in the 9PM hour is the best way to pop a rating (and, as the 9-9:30PM segment was loaded with performances, it really had no option but to draw well). Had Swift performed with that all-star lineup at 9PM, the rating might have been even higher.
Nonetheless, what can be said is that from a performance perspective, Swift was not a particularly bigger draw than some of the other major names in pop/country/rock even if analysis from a sales and mainstream buzz perspective speaks to the contrary.
Note: The utilization of a half-hour breakdown methodology is sometimes criticized, as some argue that it is the appeal of the past segment that determines whether people will stick around for the next half hour. While that is certainly valid in the case of scripted programs, awards shows are heavily compartmentalized and built around different performances and awards announcements coming at different times. Consequently, as there definitely is a portion of the audience that seeks out specific performances throughout the broadcast, it is fair to use the ratings breakdown to assess interest.
Data Sources: Nielsen Media Research, MediaWeek
So glad to hear …We Love Daughtry,heard the song Tennessee is climbing the Itunes list..
That will be my last CMA until country regains its soul.
Daughtry is NOT country and neither is Taylor Swift. Poor Vince Gill, to be reduced to singing that very poorly written song.
Taylor Swift and others like her are destroying the heart and soul of country music. I hope they will come to their senses and return to what they were. But if not I do have an ipod. No more radio until things change.
Daughtry and Vince Gill were amazing, I’m still floored by that, has to be one of the best live performances I’ve ever seen. Interesting but not surprising to see the way the viewing audience responded to that performance as well as Carrie Underwood’s.
Carrie was also spot on in her singing, though if I’m honest I was a little confused and put off by all the dancers and choreography accompanying her. Still vocally it was fantastic.
Oh and by the way t-ruthy, thanks for the memo that Daughtry is not country, lol. Only an idiot would ever believe that Daughtry was anything other than what they are – a hard rock band. Sorry if it blows your mind that a rock band could appear on a country awards show, but it’s nothing new and judging for the ratings your reaction is not in the majority, so I’m afraid your best option is probably to tune out from now on. For my part I am not a country fan and wouldn’t even have been watching had Daughtry not been one of the performances.
I hope the CMA voters will take a look what they did this year and not make the same mistake anymore!!!!!!!!!!
I have been a country music fan my whole life. I was raised in a small southern town. t-ruthy, open up your mind. Tennessee Line was an amazing song and performance. Even a legend like Vince Gill thought so. He didn’t seem too upset to be up there singing along. Closed minded folks like you give country music fans a bad rap.
The Daughtry/Vince Gill collaboration was the one performance I was looking forward to and let me tell you it didn’t disappoint! Judging how fast it is climbing on I-tunes I am assuming a lot of people feel the same way as I do. Vince Gill didn’t give it a second thought when asked to sing background vocals on the song. Why? He obviously knows a great song when he hears it. Musically it is so soothing, so comforting but lyrically is where it shines. The song tells a heartwrenching love story that anyone can relate to. Daughtry is no doubt a rock band but so many of the songs off their new album Leave This Town have a nice Country flavor to them, Tennessee Line being no exception.So glad it’s on YOUTUBE so I can listen to this performance over and over which I already have! 🙂
It’s No Surprise that Daughtry’s performance helped boost ratings during the show. Chris Daughtry may be a rock singer but he’s a country boy and he can use those incredible pipes to sing rock or country or anything he wants to sing.
Tennessee Line is everything you want in a country song…great lyrics, super melody and an incredible voice to pull it together.
Congrats to Brian Craddock and Chris Daughtry for an awesome tune!!
Tennessee Line is a song on Daughtry’s latest CD. Vince Gill did background vocals. Daughtry isn’t going country but since the song is country and Vince is on the record, they invited them to perform with Vince. Every year there are collaborations. It was my favorite performance of the night. It’s too bad country is known for being such snobs to outsiders. And even their own. Carrie and Taylor both have had to deal with it. Carrie for coming from American Idol and Taylor for being so young. Talent is talent. I just want to listen to good music. And Tennessee Line is an incredible song. If Daughtry were to go country, I would be the first in line to start wearing my cowgirl hat and saying yee haw!! haha
Carrie’s performance was wonderful and the dancing girl’s around her were just to show how her new video is kind of made. Obviously you haven’t seen Cowboy Cassanova video which has been #1 for 5 weeks straight on CMT and debuted at #1 on GAC. I also loved Daughtry and Vince. Vince would never do a song that he didn’t believe in. He is a legend and great artist.
Keith Urban’s performance was fantastic. That song is sure to be a hit. I was disappointed that the Zac Brown Band didn’t do one of their hits.
IF I WANTED TO LISTEN TO DISNEY I WOULDNT HAVE TURNED ON THE CMAS SO I GUESS I WONT WATCH ANY MORE THEY DONT CARE ABOUT ANYTHING BUT THE ALMIGHTY DOLLAR SHAME SHE WONT LAST TO MUCH LONGER BECAUSE OF KEY AND HAIR FLIPPING IS COMEDY
Taylor absolutely didn’t deserve to win Entertainer of the Year or Album of the Year. The difference between her and the other canidates for Entertain is overwhelming. I saw her live at the “Hall for the Hall” concert and she was the only artist using backup singers and not relying on the house band, while included Keith Urban and Vince Gill. I was extremely disappointed in her performance that night. Anyway, Keith Urban would have been my pick for Entertainer. He risks everything to make the show great for his fans! He is fantastic, and his shows are a must see event!
Taylor Swift is NOT and should NOT have been female vocalist of the yr. Her music sounds like slumber party mish mash and her head flopping, hair flipping is NOT music and she can’t SING. It certainly does not sound like anything country. I am so shocked the CMA voted her this or any of the other awards. i felt sorry for the REAL TALENT that got overlooked!!
Hey, I just love Taylor Swift. She is best country singer around right now. I just love Fearless
Carrie is indeed one of a kind and she is still very sweet,down to earth yet mature and more confident and keeps getting better and better.She will be heading down to US next. We are sure her Carrie Underwood Tickets will be a sell-out too! coz she has been a good ambassador of country music and remains true to herself.
http://www.ticketwood.com/carrie-underwood