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The awards are for the maintenance of life.
Audience for Sunday’s 63rd annual Grammy Awards fell 53% from last year, to 8.8 million viewers, CBS said on Monday. The record-breaking show comes on the heels of the Golden Globes’ dismal 60% drop to 6.9 million viewers.
While this year’s cataclysmic fallout is due at least in part to the pandemic, TV executives and industry insiders have said it also reflects an acceleration in long-standing audience declines that have affected award shows in particular and linear television in general.
While most observers expect a higher audience for future awards ceremonies, many wonder if shows will ever be able to maintain pre-pandemic numbers.
The drop in ratings may also be partly attributable to the quality of the shows themselves. On average, more than 10 million people watch “The Masked Singer,” a program on Fox where underage celebrities are hidden behind masks. The Grammys, which feature large, visible celebrities, are now attracting a smaller audience.
The appalling numbers have set off alarm bells for the Academy of Motion Picture Arts and Science (which awards the Academy Awards) and ABC, which will host this year’s event on April 25. This show will face the added challenge of celebrating the film a year from now, in which the vast majority of productions have been discontinued and most theaters closed.
The previous Grammy, which took place in January 2020, drew 18.7 million viewers. That was down from 19.9 million the year before and from an all-time high of 39.9 million in 2012. (Before Sunday’s show, the lowest turnout was 17 million in 2006).
The 8.8 million who listened to this year’s Grammys included viewers who watched the linear broadcast as well as those who streamed it live through CBS.com, the CBS app or Paramount +, the new streaming app. of the society.
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