The 2021 American Music Awards TV ratings are out, and they’re not much of an improvement over last year.
In 2020, the AMA ratings hit an all-time low. This year, viewership ticked up slightly – to 4.04 million from 4.01 million last year – and the AMAs saw a 1.03 rating among adults 18-49, up from 1.0 last year, per The Hollywood Reporter.
Those numbers are similar to what the CMA Awards pulled in on Nov. 10. That awards show held steady among adults 18-49 and fell a little in viewership.
Ratings Still an Improvement Over Recent Years
All the same, coming off of several years of serious ratings drops, the slight uptick was welcome news for the AMAs and for ABC, which airs the awards show.
Plus, last year’s 40 percent dip in ratings and viewership was a bit of an anomaly. According to Variety, last year, the Oscars saw a 20 percent drop; the Emmys a 9 percent dip; the ACM Awards a 30 percent tumble; the Billboard Music Awards a 55 percent plunge and the CMAs a 30 percent decline.
And last year’s all-time low owed something to the tough competition in that time slot. At the time, NBC was airing Sunday Night Football, featuring an epic game between then-Super Bowl champs the Kansas City Chiefs and the Las Vegas Raiders. CBS was broadcasting “NCIS: Los Angeles” and “NCIS: New Orleans.”
ABC Trumpets Social Engagement
Meanwhile, ABC was proudly citing Talkwalker Social Content Ratings data which showed that the AMA broadcast was the most social telecast of the past three years. Talkwalker counted 46.5 million interactions on Sunday night about the AMAs. That includes Facebook, Instagram, Twitter and YouTube posts. And it charted 24 million view counts related to the AMAs across those platforms, per Variety.
The AMAs had partnered with TikTok to enable fans to vote in all 32 award categories this year. Perhaps as a result, Korean pop band BTS ended up winning three of the top awards, including Artist of the Year.
Other major winners that night included Ed Sheeran (Male Pop Artist), Taylor Swift (Female Pop Artist), Luke Bryan (Male Country Artist), Carrie Underwood (Female Country Artist), Dan + Shay (Country Duo or Group) and Gabby Barrett (Country Album).
The 2021 AMAs were produced by MRC Live & Alternative and Jesse Collins Entertainment. Xfinity sponsors the awards show.