Eleven percent jump for Oscars rating
Academy Awards grow to a 13.0 in 18-49s
February 26, 2013
With a slew of popular movies up for awards, and “Family Guy” creator Seth MacFarlane serving as first-time host, Sunday night’s Academy Awards saw strong growth over last year.
The ceremony averaged a 13.0 adults 18-49 rating, according to Nielsen, up 11 percent from last year’s 11.7.
It was the highest-rated telecast in the demo since 2010, despite lasting more than a half hour longer than last year’s ceremony. It finished up just after midnight.
The show drew 40.3 million total viewers, up 3 percent from last year and its second straight year of growth.
It was the most-watched Oscars since 2010 and the second-most-watched since 2005.
Further proof that bringing in MacFarlane as host drew in younger viewers, the show surged among adults 18-34, up 20 percent over last year to an 11.3. That was the biggest rating for the awards program in the demo since 2007.
Much of the growth came among young men, who are not usually big Oscar viewers. The men 18-34 rating soared 34 percent, while men 18-49 was up 16 percent and men 25-54 grew 11 percent.
ABC says it was the most-watched entertainment telecast on TV since March 2010.
Analysts had predicted that ABC would see stronger numbers. In addition to drawing in new viewers with the edgy MacFarlane, who received mixed reviews, this year’s Oscars actually had a number of popular films vying for trophies.
Most of the nine films nominated made more than $100 million at the box office domestically, considered a sign of commercial success.
And young nominees such as Jennifer Lawrence, Anne Hathaway and Quvenzhane Wallis drew additional attention to the ceremony.
Oscar.com and the Oscar app also saw gains over last year. Since last month’s nominations announcement, 15.8 million people visited the site, up 28 percent over last year.
And the app was downloaded 432,000 times, up 16 percent over last year.
Some 4.6 million visited the web site or used the Oscar app Sunday night.
‘Big Bro’ leads CBS to easy Wednesday win
One very sweet spectrum auction: $86 billion
Salt Lake City: Revving up for the Olympics
Traveler’s lament: ‘I wish I had a Samsonite’
What you need to know about black radio
Tell us, what’s your take on ad agency kickbacks?
Weekend TV: Oodles of Olympic qualifying
Yes, hate watching is a thing and it’s important
BET Awards take a tumble on Twitter
Hispanic TV: ‘El Señor de los Cielos’ flies high
NBC wins Tuesday with ‘Talent’ and trials
This week’s broadcast ratings
Programming blog: What’s canceled and renewed
- Karen Mawhinney, Kat Shafer and Jeff Hoffman rise at Erwin Penland
- Michael Angelovich and Danika Kirvin rise at Zimmerman Advertising
- Chris Watling becomes head of production at Droga5 London
- Nina L. Diaz rises to head of reality programming at VH1
- Paul Ricci becomes head of alternative at VH1
- Rory Levine and Tessa Jordan join CMT
- Mark Cuban hosting AXS TV summer concert series
- Mario Lopez launching Awestruck channel on YouTube
- 'The Daily Show' correspondent Jessica Williams exiting
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: May 2016
This month’s new media traffic data
Associate media director position in LA
Media assistant opening in Northern Virginia
Freelance broadcast planner/buyer available
Assistant media buyer job in Fort Worth
Needed in Louisville: In-house media buyer