Posted in:

Sunday Final Nationals: 2016 MTV Video Music Awards Sink to 4-Year Low

The “Sunday Fun & Games” lineup of “Celebrity Family Feud”, “The $100,000 Pyramid” and “Match Game” returned ABC to the top of Sunday night among total viewers (5.39 million).

NFL Preseason” with Cincinnati vs. Jacksonville helped NBC win among the broadcast networks in all key demos.

For CBS, “Big Brother 18” rose to another season high in total audience.

Eleven Viacom networks televised the “2016 MTV Video Music Awards” on this night yet it was not enough to prevent a stark 34 percent drop from the year-ago event in total viewers (6.5 million vs. 9.8 million). The VMAs were first broadcast across most Viacom networks in 2015.

Despite high-profile moments and performances from Rihanna, Beyonce, Kanye West, and Britney Spears, the 2016 VMAs sunk to its lowest viewership since 2012 (6.13 million) and drew its third-least total audience since 1997. This year’s event also marked its lowest viewership on record (since at least 1994) on the MTV flagship network.

One of the few positives, as noted by MTV, were the VMAs’ 45.8 million streams on Facebook, a significant increase over the 4.4 million from last year. In addition, the VMAs had 62.8 million streams online overall on Sunday, up 70 percent versus what it had in 2015.

The 11-network viewer and adults 18-49 breakdown of the “2016 MTV Video Music Awards” were, as follows:

MTV: 3.273 million total viewers (-35% from 2015 VMAs on this network); 2.253 million adults 18-49 (-32%)

VH1: 893,000 (-19%); 525,000 adults 18-49 (-21%)

BET: 487,000 (-48%); 247,000 adults 18-49 (-42%)

Comedy Central: 480,000 (-43%); 309,000 adults 18-49 (-37%)

Spike: 441,000; 259,000 adults 18-49

TV Land: 311,000 (-68%); 136,000 adults 18-49 (-78%)

MTV2: 199,000 (-50%); 134,000 adults 18-49 (-39%)

CMT: 163,000 (-40%); 88,000 adults 18-49 (-32%)

Centric: 105,000 (-11%); 58,000 adults 18-49 (-19%)

MTV Classic: 104,000 (+142%); 69,000 adults 18-49 (+130%)

Logo: 72,000 (-12%); 42,000 adults 18-49 (-5%)


 

For mobile users, you may scroll this table horizontally.





























* AFF = Number of affiliates (stations) airing the program
* CVG = percent of coverage in U.S.
Programming Insider Sunday, August 28, 2016
PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-11 Network Average 3.6/6 5386 0.5/2 1.0/3 1.5/4
7:00 WE Day (s) preliminary data 1.3/3 1857 0.2/1 0.3/1
8:00 Celebrity Family Feud 249 94 3.7/7 5739 0.5/2 1.0/4 1.5/5
9:00 The $100,000 Pyramid (f) 249 94 3.7/6 5652 0.5/2 1.0/3 1.5/4
10:00 Match Game 249 94 3.3/6 4766 0.5/2 0.9/3 1.3/4
PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-11 Network Average 3.2/6 5069 0.6/3 0.9/3 1.3/4
7:00 60 Minutes (r) 254 94 5.1/10 7987 0.5/2 0.9/4 1.4/5
8:01 Big Brother 18 254 94 4.0/7 6762 1.4/6 2.1/8 2.6/8
9:00 Madam Secretary (r) 254 94 2.1/4 3197 0.3/1 0.4/1 0.6/2
10:00 BrainDead 254 94 1.6/3 2311 0.2/1 0.3/1 0.5/1
PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-11 Network Average 3.2/6 5213 1.1/5 1.5/6 1.9/6
7:00 The Timeline: Peyton Manning 2013 (s) 242 93 1.7/3 2665 0.5/3 0.7/3 0.9/3
8:00 NFL Preseason Pre-Kick (s) 2.8/5 4478 0.8/4 1.1/5 1.4/5
8:07 NFL Preseason Cincinnati Bengals @ Jacksonville Jaguars (s) 242 94 3.8/7 6127 1.3/6 1.8/7 2.3/7
PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-10 Network Average 1.8/3 4695 0.9/4 1.1/4 1.3/4
4:26 NFL Preseason Arizona Cardinals @ Houston Texans (s) 252 94 4.1/9 6681 1.6/10 2.0/10 2.5/10
7:32 NFL Preseason Post-Gun (s) 3.3/7 5501 1.4/8 1.7/8 2.1/8
7:38 The Simpsons (r) 252 94 1.7/3 2835 1.0/5 1.1/4 1.3/4
7:59 The Simpsons (r) 255 94 1.5/3 2568 0.9/4 1.1/4 1.2/4
8:30 Brooklyn Nine-Nine (r) 255 94 1.0/2 1701 0.6/3 0.7/3 0.8/2
9:01 Family Guy (r) 254 94 1.2/2 1966 0.7/3 0.8/3 1.0/3
9:30 The Last Man on Earth (r) 255 94 0.9/2 1453 0.5/2 0.6/2 0.7/2
PROGRAM HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-11 Network Average 1.2/2 2101 0.7/3
7:00 Aqui y Ahora 1.2/2 2085 0.7/3
8:00 Sal y Pimienta 1.2/2 2117 0.7/3
PROGRAM HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
7-11 Network Average 0.2/0 394 0.2/1
7:00 Cine Star Trek (2009) 0.2/0 459 0.2/1
9:30 La Embajada (p) 0.1/0 286 0.1/0

Sub-Demo Breakdowns – Sunday 8/28/16

Celebrity Family Feud” (ABC)
Women 18-34: 0.6/3
Men 18-34: 0.5/2
Women 18-49: 1.2/4
Men 18-49: 0.8/3

The $100,000 Pyramid” (ABC)
Women 18-34: 0.6/2
Men 18-34: 0.5/2
Women 18-49: 1.3/4
Men 18-49: 0.8/3

Match Game” (ABC)
Women 18-34: 0.4/2
Men 18-34: 0.4/2
Women 18-49: 1.1/4
Men 18-49: 0.7/3

Big Brother 18” (CBS)
Women 18-34: 1.8/7
Men 18-34: 1.0/5
Women 18-49: 2.5/9
Men 18-49: 1.7/7

BrainDead” (CBS)
Women 18-34: 0.2/1
Men 18-34: 0.2/1
Women 18-49: 0.4/1
Men 18-49: 0.3/1

The Timeline” (NBC)
Women 18-34: 0.5/2
Men 18-34: 0.5/3
Women 18-49: 0.6/2
Men 18-49: 0.7/3

NFL Preseason Pre-Kick” (NBC)
Women 18-34: 0.8/4
Men 18-34: 0.9/5
Women 18-49: 0.9/4
Men 18-49: 1.3/6

NFL Preseason: Cincinnati @ Jacksonville” (NBC)
Women 18-34: 1.2/5
Men 18-34: 1.4/7
Women 18-49: 1.5/5
Men 18-49: 2.2/8

NFL Preseason: Arizona @ Houston” (NBC)
Women 18-34: 1.3/8
Men 18-34: 1.9/12
Women 18-49: 1.5/7
Men 18-49: 2.6/13

Fear the Walking Dead” (AMC)
Women 18-34: 1.06
Men 18-34: 1.25
Women 18-49: 1.50
Men 18-49: 1.68

Talking Dead” (AMC)
Women 18-34: 0.32
Men 18-34: 0.26
Women 18-49: 0.50
Men 18-49: 0.46

The Last Ship” (TNT)
Women 18-34: 0.20
Men 18-34: 0.28
Women 18-49: 0.39
Men 18-49: 0.60

Murder in the First” (TNT)
Women 18-34: 0.10
Men 18-34: 0.10
Women 18-49: 0.22
Men 18-49: 0.21

Power” (Starz)
Women 18-34: 0.68
Men 18-34: 0.44
Women 18-49: 0.91
Men 18-49: 0.76

Survivor’s Remorse” (Starz)
Women 18-34: 0.27
Men 18-34: 0.22
Women 18-49: 0.39
Men 18-49: 0.27

Ray Donovan” (Showtime)
Women 18-34: 0.11
Men 18-34: 0.16
Women 18-49: 0.21
Men 18-49: 0.27

The Night Of” (HBO)
Women 18-34: 0.68
Men 18-34: 0.73
Women 18-49: 0.74
Men 18-49: 0.97

Ballers” (HBO)
Women 18-34: 0.25
Men 18-34: 0.50
Women 18-49: 0.31
Men 18-49: 0.66

Naked and Afraid XL” (Discovery)
Women 18-34: 0.52
Men 18-34: 0.52
Women 18-49: 0.74
Men 18-49: 0.92

The Strain” (FX)
Women 18-34: 0.48
Men 18-34: 0.49
Women 18-49: 0.58
Men 18-49: 0.66

MLB Baseball: Kansas City @ Boston” (ESPN)
Women 18-34: 0.15
Men 18-34: 0.40
Women 18-49: 0.21
Men 18-49: 0.50

VMA Pre-Show” (MTV)
Women 18-34: 1.63
Men 18-34: 0.78
Women 18-49: 1.29
Men 18-49: 0.68

2016 MTV Video Music Awards” (MTV)
Women 18-34: 2.86
Men 18-34: 1.57
Women 18-49: 2.24
Men 18-49: 1.31

2016 MTV Video Music Awards” (VH1)
Women 18-34: 0.67
Men 18-34: 0.26
Women 18-49: 0.59
Men 18-49: 0.24

2016 MTV Video Music Awards” (Comedy Central)
Women 18-34: 0.25
Men 18-34: 0.26
Women 18-49: 0.27
Men 18-49: 0.21

2016 MTV Video Music Awards” (BET)
Women 18-34: 0.19
Men 18-34: 0.14
Women 18-49: 0.24
Men 18-49: 0.15

Source: Live+Same Day data, Nielsen Media Research

Written by Douglas Pucci

Douglas Pucci (a.k.a. “Son of the Bronx”) has worked with Mr. Berman for more than a decade. A Bronx native, NYU graduate and once-intern for VH1's "Pop Up Video," Pucci went on to design, build and maintain websites for various non-profit organizations in his hometown of New York City. He also contributes to the sports website Awful Announcing.

1651 posts

6 Comments

Leave a Reply
  1. Hello Doug … do you have the numbers for the Sunday 8 am showing of Dino Super Charge on Nick? Thanks!