Continuing its decline into irrelevance, ratings for the anti-Trump MTV Video Music Awards show crashed and burned to another record low earning its smallest audience on record since its 1980s debut.
This year’s VMA’s drew a pitiful 5 million viewers despite airing on eight separate cable networks, according to entertainment industry newspaper The Hollywood Reporter.
“For the second straight year, the MTV Video Music Awards drew its smallest audience ever,” the Reporter said.
Monday’s show drew 2.25 million viewers and a 1.1 rating among adults 18-49. Across eight Viacom-owned channels, it drew 4.87 million viewers and a 2.2 in the demo; both sets of numbers fall short of the 2017 VMAs, which set the previous low.
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The awards also aired on a ninth Viacom network, TV Land, for which numbers weren’t immediately available. It is highly unlikely, however, that enough people tuned in there to push the VMAs past their 2017 on-air total of 5.36 million viewers and 2.6 rating in adults 18-49.
It was even worse for the actual network that sponsors the awards show:
The MTV-only airing is down 15 percent in viewers and 21 percent in adults 18-49 versus 2017. The simulcast is off about 9 percent in viewers and 15 percent in the demo.
The VMAs suffered even steeper declines among MTV’s core viewership of teens and young adults. In the 18-34 demo, the show’s 1.2 rating fell by almost half — 47 percent, to be precise — from 2.2 a year ago. It declined by similar percentages in the 12-34 cohort.
The show featured pop grandma Madonna strangely dressed in a bespangled camper’s field tent and rambling incoherently about the passing of the “Queen of Soul,” Aretha Franklin, in a speech that seemed written by someone who never heard of the deceased singer.
It also featured a slew of “brave” celebrities wearing shirts that attack Donald Trump and a performance by diminutive comedian Kevin Hart who went on an anti-Trump rant all puffed up with self-righteousness.
— jordan (@JordanUhl) August 21, 2018
But, the show was such a meaningless bomb that it didn’t even merit the president unleashing a tweet or two slamming the thing. What an epic bomb. So bad even Trump couldn’t bother himself to attack it.
Follow Warner Todd Huston on Twitter @warnerthuston.
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