via press release:
THE “2011 CMT MUSIC AWARDS” WINS WITH FANS ON-AIR AND ONLINE
TEENS WATCH IN RECORD NUMBERS, PERFORMERS SEE SALES INCREASE
– June 9, 2011 – Kid Rock did it again! For the second year in a row, CMT scored with viewers both on-air and digitally when the 2011 CMT MUSIC AWARDS aired live on Wednesday, June 8. The two-and-a-half hour show earned an impressive 1.35 among P18-49, averaging 2.9 million total viewers. Combined with the encore presentation, 4.1 million total viewers watched, making it the best ever two play performance for the franchise, up 19% from last year. It was a strong night for women as CMT was the most-watched network among W18-49, and was second in its time period among P18-49 with only the NHL playoffs scoring higher. The show was also the #1 rated cable program of the day for W18-49.
The franchise experienced multiple ratings wins for the night, with the show ranking as the third highest-rated awards show in its now 10-year history, and the fourth most-watched telecast in channel history. The 2011 CMT MUSIC AWARDS were also the highest-rated among Teens, Females 12-17 and P12-24 in franchise history.
With highlights ranging from Shania Twain and Taylor Swift’s recreation of “Thelma and Louise” to pop sensation Justin Bieber’s appearance, the show was a win in the digital space as well. CMT.com experienced its second highest traffic day for the CMT Music Awards, up 40% from last year with 265,000 unique visitors. Social media drove 38% of that traffic, and the official Twitter hashtag #CMTawards logged more than 325 mentions per minute and upwards of 30,000 total Twitter mentions during the evening.
CMT invited fans to join in the conversation all week, and devoted on-air space to promotion of the social conversation with Twitter scrolls and hashtag reminders. Additionally, CMT.com streamed both the live 2011 CMT MUSIC AWARDS RED CARPET and the 2011 CMT MUSIC AWARDS, along with several backstage cameras that allowed fans to take a live look at the action on CMT.com. According to one tweet, “I’m tweeting #CMTawards because the bottom right corner of my TV told me to.”
Performers saw an immediate impact on sales in the hour following the 2011 CMT MUSIC AWARDS, as Jason Aldean, Lady Antebellum, Zac Brown Band and Luke Bryan held four of the top five selling country downloads with songs included in the live show. Jason Aldean rocked the house with Ludacris on “Dirt Road Anthem,” and released a remix of his single featuring Ludacris on iTunes following the show. Jason Aldean’s “Dirt Road Anthem” is currently in the #1 spot and the just released remix is #8 on the iTunes Country chart.
The 2011 CMT MUSIC AWARDS will re-air on the following days/times: Thursday, June 9 at 9:00 p.m.; Saturday, June 11 at 8:00 a.m. and 4:00 p.m.; Sunday, June 12 at 2:00 p.m.; Wednesday, June 15 at 8:00 p.m.; Friday, June 24 at 11:00 p.m.; and Sunday, June 26 at 6:30 p.m. All times Eastern.