via press release:
THE 2011 VIDEO MUSIC AWARDS SCORE BIGGEST AUDIENCE EVER IN MTV HISTORY
The Star-Studded VMA Pre-Show Ranks as MTV’s Best Ever
MTV Digital Sees Its Largest Numbers Ever on Sunday
SANTA MONICA, CA (August 29, 2011) – The 2011 Video Music Awards scored MTV’s biggest audience in the network’s history with a record-breaking 12.4 million total viewers. Among the network’s target P12-34 audience, the VMAS delivered a 10.8 rating and 8.5 million P12-34 viewers, making it MTV’s most-watched telecast of all time in the demo. Versus the 2010 VMAS, the award show is +8% with P12-34 and +9% with total viewers. In addition, the VMAs is the #1 cable telecast of 2011 with P12-34 and the #1 non-sports cable telecast of 2011 with total viewers. A special encore presentation of the telecast airs tonight, Monday, August 29, at 7:30 p.m. ET/PT, followed by the premieres of all new series “Ridiculousness” at 10:00 p.m., “Death Valley” at 10:30 p.m., and “Cuff’d” at 11:00 p.m. ET/PT on MTV.
The VMA Pre-Show ranked as the best on record in both P12-34 and total viewers, garnering a 6.6 P12-34 rating and 5.2 million P12-34 viewers, +13% from last year. In addition, the pre-show attracted 7.3 million total viewers, +16% from last year.
MTV Digital saw its highest VMA day ever on Sunday, with VMA content attracting two million unique visitors, an increase of +33% year over year. In addition, more than 10 million page views were garnered on Sunday, up +18% year over year. VMA video content generated 2.3 million streams for the day, up a whopping +41% vs. the day of the 2010 VMAs. MTV’s mobile site reached its highest day in history thanks to the VMAs as well, with over 2.7 million mobile views for the day, more than +50% higher than the previous record. Also MTV Digital hosted its biggest live event ever on Sunday; over 1.2 million streams were generated on MTV.com, tablet, and mobile devices across a multitude of cameras giving users the ultimate backstage experience. It was the most social VMA day ever, with social networks driving +76% more traffic than a year ago.
Source: Nielsen. 8/28/11 or as dated. Live+SD. Cvg Rtgs. Rank and best ever sorted on 000s. MTV history 9/27/1993-present.