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Ratings Update: 2016 American Music Awards Show Falls 31% In Demo, 26% In Viewers

Maroon 5 [ABC]

Update: The 2016 American Music Awards ceremony indeed fell sharply from the 2015 broadcast.

According to fast national data posted by Showbuzz, Sunday’s show averaged a 2.4 adults 18-49 rating and 8.16 million total viewers. The numbers trail last year’s figures by 31% and 26%, respectively.

Last year’s show was itself down — albeit not as significantly — from the 2014 edition.

The 2.4 demo rating drawn by this year’s show ranks as an all-time low. The previous floor was held by the 2012 broadcast, which drew a 3.4.
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Awards shows have recently been enduring year-to-year ratings drops, and Sunday’s 2016 American Music Awards ceremony did not buck the trend.

According to metered market data posted by Programming Insider, Sunday’s AMAs ceremony drew a 5.4 overnight household rating. The figure markedly trails the 7.5 overnight rating drawn by last year’s show.

The first wave of adults 18-49 and total viewership data should be available later this morning. It is highly unlikely that the show gained in those two columns, but the drop may not be proportionate to that endured in households.

From a household ratings standpoint, the show actually peaked during the opening half-hour. It drew a 5.9 from 8-8:30PM, before falling to a 5.6 from 8:30-9PM.

It ticked up to a 5.7 from 9-9:30PM but slipped to a 5.4 from 9:30-10PM. Its decline continued over the next two half-hours; the 10-10:30PM portion drew a 5.2, while the 10:30-11PM segment drew a 4.7.

While the competition did intensify following the first half-hour — Sunday Night Football did not really get going until 8:30PM, and “The Walking Dead” airs from 9-10PM — it is still unusual to see an awards show peak so early.

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.

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