The first televised edition of Billboard’s “Women in Music” ceremony failed to ignite significant viewership interest.
Friday’s two-hour special, which aired on Lifetime, drew a paltry 0.10 rating in the adults 18-49 demographic. Per Nielsen, it reached a total of 418,000 live+same-day viewers.
While no one was expecting the special — a pre-taped cable music ceremony airing on a Friday night — to post big ratings, analysts were expecting the broadcast to prove far more resonant than it did.
In terms of adults 18-49, it was Friday’s #76 cable original.
Headlined by “Woman of the Year” Lady Gaga, the special also featured performances from honorees like Selena Gomez, Demi Lovato, Tori Kelly, Fifth Harmony, Kelsea Ballerini, and Brittany Howard.