Beyonce, Jay-Z and Blue Ivy
Beyonce might have received rave reviews for her performance, but her position at the center of Sunday’s MTV Video Music Awards did not drive ratings growth.
Sunday’s VMAs telecast, in fact, took a 19% year-over-year hit in the adults 18-49 demographic.
After posting a 5.2 rating in the demo last year, the annual music video awards show slipped to a 4.2 for this year’s broadcast.
Down 18% from last year’s mark, total viewership clocked in at 8.26 million.
While the Miley Cyrus-Robin Thicke performance became its most memorable moment, last year’s show relied on Justin Timberlake as its central draw. In addition to performing a medley of his hits, the Video Vanguard Award winner also reunited with the members of boy band ‘N Sync.
Other featured performers included Lady Gaga, Drake and Katy Perry.
Beyonce proved a less compelling draw in the Timberlake role this year. Other heavily hyped 2014 performers included Taylor Swift, Nicki Minaj, Iggy Azalea and Ariana Grande.