It will be a few hours until time-adjusted national data fully contextualizes the ratings for the 2012 Grammy Awards telecast, but based on the overnight numbers, onlookers should prepare for some impressive results.
TVMediaInsights reports that Sunday’s telecast drew a 25.8 overnight metered market rating from 8PM-11PM (which omits the final half hour), up dramatically from last year’s 17.9. As far as the overnights go, the show peaked in the 9:30 half hour with a 26.3. The following half hour, 10PM-10:30PM, held strong with a 26.1.
Update: The show delivered a 14.1 adults 18-49 rating with 39 million viewers, according to preliminary fast national data. That marks an increase of more than 40% in the key young adult demo.
Whitney Houston’s passing Saturday placed a significant spotlight on the telecast, which represented the music community’s first opportunity to honor the all-time great. That, combined with a performing and nominations palette that included commercial powerhouses (Adele and Taylor Swift), buzzworthy performers (Nicki Minaj, Rihanna, Katy Perry, etc) and iconic greats (Paul McCartney, The Beach Boys), fueled what will certainly be a monster final rating for the annual Grammy Awards broadcast.
