The audience for the MTV Video Music Awards, unsurprisingly, spiked with a move to CBS.
The broadcast network, airing the awards for the first time, fueled a 42 percent increase in viewers for the VMAs. Sunday’s show, which also aired on MTV and streamed on Paramount+, delivered 5.5 million viewers, according to Nielsen’s time-adjusted Live plus Same Day fast national numbers, which include out-of-home viewing. That’s the most for the show in six years.
The 2024 telecast, including the pre-show and encore airings, averaged 4.09 million viewers on MTV and 11 other Paramount cable outlets. (The comparable number here is 3.91 million, according to Paramount.) CBS has a much wider reach than MTV does, as it’s available (at least in theory) to anyone with a TV — some 125 million homes in the United States — and means to capture the broadcast signal. MTV, by contrast, is available in only about half as many households.
Last night’s VMAs had some serious competition from an all-time great Sunday Night Football game on NBC.
Lady Gaga won the award for artist of the year along with three other awards Sunday. Ariana Grande and Sabrina Carpenter each took home three honors; Grande’s “Brighter Days Ahead” won video of the year, and Carpenter’s Short n’ Sweet took album of the year.
The 2025 VMAs were hosted by LL Cool J, who has quite a history with CBS and its sister cable channels, which were formerly (twice) under the Viacom umbrella. LL was a cast member on CBS series NCIS: Los Angeles and NCIS: Hawaiʻi, and he hosted Lip Sync Battle on Paramount Network. As a rapper, he was a staple on MTV and was named among VH1’s “100 Greatest Artists Of All Time” list.
More to come.
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