The 54th Annual Grammy Awards was a huge hit across social, digital and broadcast platforms. Excitement for the return of Adele, as well as the tribute to the late Whitney Houston kept viewers engaged online and off. CBS reported that 39.9 million viewers tuned in to Sunday’s award show, the second-largest Grammy audience ever and the best ratings since 1984.
New Social TV Records
Of course, broadcast is only part of the story. This year’s Grammy Awards were a hugely social and digital affair. Even with the tape delay (which prevented a real-time social conversation from taking place on the east and west coasts), the Grammys still broke new social TV records. According to Bluefin Labs, the Grammys earned 13 million social comments. That breaks the record from last week’s Super Bowl and absolutely dwarfs every other entertainment event from the last year. The most-talked about moments included Adele’s performance of “Rollin in the Deep” and her win for Album of the Year, Jennifer Hudson’s tribute to Whitney Houston and Chris Brown’s performance. Read More