Television ratings junkies know this formula “All Too Well.” When Taylor Swift performs, people watch.
According to TV Media Insights, the 9-9:30PM portion of the 56th Annual Grammy Awards, which featured performances by Swift, John Legend, P!nk and Nate Ruess, drew the highest adults 18-49 and viewership marks of the show.
That half-hour, which also included the award celebrations for Best Rock Song and Best Pop Solo Performance, drew a 10.9 rating with 31.211 million viewers.
The 9:30-10PM section, which featured the Best Rap/Sung Collaboration reveal and performances by Ringo Starr, Imagine Dragons & Kendrick Lamar and Kacey Musgraves, followed closely with a 10.7 rating and 30.268 million viewers.
Featuring the Best Pop Vocal Album and Best Country Album reveals and performances by Paul McCartney & Ringo Starr, Willie Nelson, Kris Kristofferson, Merle Haggard & Blake Shelton and Daft Punk, Stevie Wonder, Pharrell and Nile Rodgers, drew a similar 10.6 with 30.83 million at 10PM.
The 8PM segment, which featured the Best New Artist award and performances by Beyonce & Jay Z, Lorde and Hunter Hayes, opened the show with a low 8.9 with 28.411 million. Because the 8PM half hour is routinely the least-watched portion of the night, the showing is not necessarily a negative reflection of the artists involved. It does, however, raise a question about why CBS and The Recording Academy did not formally promote the “Drunk in Love” collaboration.
The numbers jumped to a 10.1 with 30.046 million at 8:30PM. That half-hour included the Best Pop Group/Duo Performance award and performances by Katy Perry & Juicy J, Robin Thicke & Chicago and Keith Urban & Gary Clark, Jr.
The 10:30PM portion drew a 9.4 with 27.237 million for the Song of the Year award and performances by Sara Bareilles & Carole King and Metallica & Lang Lang.
Ratings for the 11-11:30PM and 11:30-11:45PM portions were not available at press time.
