It had neither a host nor excitement for a follow-up to Kanye West vs. Taylor Swift, but Sunday’s MTV Video Music Awards had no trouble attracting eyeballs.
The 2011 edition of MTV’s flagship awards show garnered 12.4 million total viewers for its live airing Sunday. Not simply a record for the annual music video ceremony, the viewership total amounts to the greatest audience for a telecast in the history of MTV.
The show set the same record in the key 12-34 demographic, in which it averaged a 10.8 rating with 8.5 million viewers.
The 8PM pre-show attracted 7.3 million total viewers and 5.2 million in the 12-34 demo.
This year’s show was built around a Lady Gaga performance and tributes to Britney Spears and Amy Winehouse.
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