in ,

BBMA Ratings Peaked During Britney & Iggy, Nicki Minaj, Tori Kelly Performances

Iggy and Britney [Cr: ABC]

Televised awards shows tend to open softly and then peak between 8:30PM and 10:30PM. Opening the 8-11PM Billboard Music Awards broadcast with Taylor Swift’s “Bad Blood” music video did not disrupt that usual trajectory. The 8-8:30PM half hour was by far the lowest-rated and least-watched portion of the broadcast.

Nicki Minaj performed during the highest-rated BBMA segment. [Cr: ABC]
Nicki Minaj performed during the highest-rated BBMA segment (10-10:30). [Cr: ABC]
When it comes to the adults 18-49 demographic, the 10-10:30PM half-hour, which featured performances by Britney Spears and Iggy Azalea, Nicki Minaj (who collaborated with David Guetta in the second half), Tori Kelly and Simple Minds, was the highest-rated sixth of the 2015 Billboard Music Awards.

The 9-9:30PM (Wiz Khalifa & Charlie Puth & Lindsey Stirling, “Empire” medley, Hozier) and 9:30-10PM (Little Big Town & Faith Hill, Pitbull & Chris Brown, Ed Sheeran) tied for most-watched.

Per fast national data, the 10-10:30PM half hour, which also featured the end of Meghan Trainor’s Hot 100 award acceptance speech, Taylor Swift’s chart achievement award win and Molly Ringwald’s “Breakfast Club”-themed introduction to the Simple Minds performance, drew a 4.1 adults 18-49 rating with 11.61 million viewers.

Little Big Town and Faith Hill performed during one of the most-watched segments
Little Big Town and Faith Hill performed during one of the most-watched segments (9:30-10). [Cr: ABC]
Responsible for a 3.9 rating with 11.92 million viewers, the 9-9:30PM sixth also featured Sam Smith’s male artist award acceptance, John Legend’s radio award victory and Ludacris’ BB King tribute speech.

The 9:30-10PM portion, which drew a 4.0 with 11.92 million, also included Taylor Swift’s female artist win and One Direction’s touring artist victory.

The show’s overall average clocked in at a 3.7 adults 18-49 rating with 11.1 million viewers.

Other segments:
8-8:30PM: 3.0 with 9.84 million (Performances: “Bad Blood” video, Van Halen, Fall Out Boy & Wiz Khalifa – beginning)
8:30-9PM: 3.4 with 10.56 million (Performances: Fall Out Boy & Wiz Khalifa – end, Nick Jonas, Meghan Trainor & John Legend, Mariah Carey)
10:30-11PM: 3.8 with 10.86 million** (Performances: Kelly Clarkson, Imagine Dragons, Kanye West)

**While it was not one of the night’s top three segments, the 10:30-11PM portion held up well. That speaks to the lure of the acts involved (particularly to that of Kanye, who was plugged aggressively throughout the show).

Written by Brian Cantor

Brian Cantor is the editor-in-chief for Headline Planet. He has been a leading reporter in the music, movie, television and sporting spaces since 2002.

Brian's reporting has been cited by major websites like BuzzFeed, Billboard, the New Yorker and The Fader -- and shared by celebrities like Taylor Swift, Justin Bieber and Nicki Minaj.

Contact Brian at brian.cantor[at]headlineplanet.com.

Comments

Loading…

Mariah Carey’s “Infinity” Positioned in Top 50 at Urban Radio, Top 60 at Pop

Ariana Grande’s “Break Free” Goes 3x Platinum; Icona Pop’s “I Love it” Also Certified