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.
Buh-bye, Boo Boo: TLC cancels reality show
‘Thursday Night Football’ goes out on top
No new shows have been axed. Why?
Magazines’ one area of hurt: On PCs
‘Death Comes to Pemberley,’ dear Jane
Rachel, I’ve gone years with no raise
Tell us, what’s your take on Martha Stewart?
Best tube bets this weekend
World Series viewership rises in Game 2
Behind AMC’s decision to buy into BBC America
Final cable upfront tally: Down from last year
FCC: Media mega-mergers are on hold
Competition holds up against World Series
- Matt Herrmann becomes CSO at Pereira & O’Dell
- Jeff Maldavir rises to VP of client services at Millennium Communications
- Peter Lattman rises to deputy business editor at The NY Times
- Boris Gartner becomes chief strategy officer at Fusion
- Paul Greenberg becomes CEO at Nylon Media
- Andrew Horlick rises to VP of sales at Bidtellect
- Courtney Love joins the cast of Fox's 'Empire’
- Steve Coogan replacing late Philip Seymour Hoffman in Showtime's 'Happyish'
- Michelle Trachtenberg guesting on Fox's 'Sleepy Hollow'
This month’s new media traffic data
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media freelancer available for all markets
Media buyer job in Syracuse
Assistant media planner/buyer wanted in Austin
Digital media buyer/planner job in Norcross, Georgia
Associate media planner wanted in Chicago