Though Wednesday’s Country Music Association Awards presentation was down by just over ten percent from last year’s broadcast, it still dominated television with a healthy 4.7 adults 18-49 rating and 16.5 million viewers.
As music awards shows revolve around the performances and even pinpoint exactly when the various artists will take the stage, there is value in looking at a half-hour breakdown to determine whose performances are drawing the most eyeballs.
This year, that honor was shared by two groups of artists. The victory with young adult viewers belonged to Brad Paisley, Kid Rock, Jason Aldean and Kelly Clarkson, all of whom performed in the top-rated portion from 9:30-10PM. That half hour drew a 5.1 adults 18-49 rating, which eclipsed any other segment on the show. Miranda Lambert also received her Album of the Year prize for “Revolution” in this portion. Viewership in this segment was 16.9 million.
The total viewership prize belonged to the 9:00-9:30PM team of Taylor Swift, Sugarland, Keith Urban and Reba McEntire. Though the segment’s adults 18-49 rating was only second-best with a 4.8, its viewership ranked at a strong 17.4 million. Lady Antebellum accepted its Vocal Group of the Year award in this segment.
Gwyneth Paltrow’s much-hyped performance in the 10:30-11PM portion held the hourly average of a 4.7 adults 18-49 rating; viewership was down to 15.7 million for that final portion.
Co-host Carrie Underwood, normally a ratings superstar at awards shows, was not featured in top-drawing portions this year. Her opening performance was part of an 8-8:30PM portion that scored a 4.4 with 16.4 million viewers; the second came within 10-10:30PM, which posted a 4.7 and 15.9 million.
For the entirety of the 10PM hour, the show averaged a 4.7 rating with 15.8 million viewers. From 8-9PM, the show garnered a 4.5 rating with 16.4 million.
