Down from the 3.8 rating and 11.54 million viewership mark posted in last year’s corresponding fast nationals, this year’s American Music Awards ceremony drew a 3.5 adults 18-49 rating with 10.98 million total viewers.
It was not, however, steady across the entire three hours.
The broadcast reached its peak — in both adults 18-49 and total viewership — during the 9-9:30PM half hour. The section, which drew a 3.7 adults 18-49 rating and 11.81 million total viewers, began during Ariana Grande’s performance and also featured numbers by One Direction, Gwen Stefani, and Nick Jonas (the beginning).
Not simply host to musical performances, the half-hour also included the Best Soundtrack (Pitch Perfect 2) and Best Rap Album (Nicki Minaj’s The Pinkprint) award wins.
With a 3.6 rating and 11.61 million total viewers, the 8:30-9PM half hour was second in both columns. It featured One Direction’s win for Group, Carrie Underwood’s performance, Demi Lovato’s performance, the Meghan Trainor/Charlie Puth performance, and Luke Bryan’s win for Country Male.
Awards shows tend to peak during the 8:30-10PM portion, so the aforementioned performers may not deserve complete credit for the heightened ratings. The peak numbers do, however, confirm that the 8:30PM and 9PM performers performed before the night’s greatest total audiences.
The night’s other half-hour ratings:
8-8:30PM: 3.2, 10.91 million – Jennifer Lopez’ opening, The Weeknd’s R&B album win, 5 Seconds of Summer’s performance, Selena Gomez’ performance
9:30-10PM: 3.5, 10.83 million – end of Nick Jonas’ performance, Sam Hunt’s New Artist win, Walk The Moon’s performance, Ariana Grande’s Pop/Rock Female win, Coldplay’s performance, Carrie Underwood’s Country Female win, The Weeknd’s performance
10-10:30PM: 3,4, 10.40 million – Skrillex, Diplo & Justin Bieber’s Collaboration win, Luke Bryan & Karen Fairchild’s performance, Macklemore & Leon Bridges’ performance, Fall Out Boy’s alternative win, Alanis Morissette & Demi Lovato’s performance
10:30-11PM: 3.4, 10.28 million – Nicki Minaj’s Rap/Hip-Hop Artist win, Celine Dion’s performance, Pentatonix’ performance, The Weeknd’s Soul/R&B win, One Direction’s Artist of the Year win
(Justin Bieber’s performance began at 11PM and is thus not reflected in the fast national ratings. As the 10:30-11PM segment held better than is typical of awards shows, he may deserve credit for impacting that number).
