Update: Less significant than was signposted by the overnights, this year’s Billboard Music Awards ceremony did enjoy a slight year-over-year gain in adults 18-49 and total viewership.
Per fast national data, Sunday’s BBMA ceremony drew a 3.7 adults 18-49 rating with 11.12 million viewers. The numbers were up by 6% and 4% from the 3.5 and 10.74 million draw by the 2014 BBMA show.
Modest in terms of percentages, the gains nonetheless powered the BBMA ceremony to a 14-year high in adults 18-49 in viewership and a 12-year high in adults 18-49.
While Taylor Swift’s “Bad Blood” video did not air during the most-watched portion of Sunday’s Billboard Music Awards ceremony, hype for the video brought unusual buzz to the annual music awards show.
That fact, combined with the draw of a performance lineup that included names like Britney Spears, Mariah Carey and Kanye West, seems to have produced an increased audience.
Airing from 8-11PM, ABC’s BBMA telecast drew a 7.6 overnight household rating. The number bests last year’s 6.7 by 13%.
Adults 18-49 and total viewership data will be revealed by 11:30AM ET. Last year’s 6.7 overnight household rating preceded a 3.5 adults 18-49 rating and a viewership total of 10.74 million.