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.
NBC’s ‘Today’ builds news demo mojo
Small bump for Thursday ‘Big Brother’
Programming blog: Latest pickups and cancellations
Real loser in digital ads surge: TV
Millennials barely watch regular TV
‘Wet Hot American Summer,’ better
Rachel, I just got a counter offer. Advice?
Tell us your thoughts on radio
Weekend TV: Degrassi kids graduate
Cable overnights: ‘Dance’ improves slot
Coverup: Cosmo going under wraps
Nielsen examines Jen and Ben and Jen
Study: Tube time really adds up over the years
- Yoni Schwartz becomes SVP of client growth at Target Media
- Monica Hennessey and Brittany Lantry join Rhea + Kaiser
- Judd S. Mohel rises to national accounts manager at EYE Corp Media
- Daniel Jasper and Brian Carney join New York Media
- Courtney Kenefick and Nate Storey becomes associate editors at Surface
- Nathaniel Wilson becomes EVP of sales and marketing at Adventr
- Archie Panjabi guesting on Fox's 'Brooklyn Nine-Nine'
- Rhys Ifans joins the cast of Epix's 'Berlin Station'
- British TV host Cilla Black dies at age 72
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta