2013 MTV VMAs: Viewership Up 66 Percent from 2012; Solid Social Media Presence

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The 2013 “MTV Video Music Awards,” telecast live from Brooklyn’s Barclays Center, averaged a solid 10.1 million viewers on the cable network on Sunday, according to the live plus same day data, which increased by 4.0 million viewers (or 66 percent) from the year-ago telecast (6.1 million on Thursday, Sept. 6, 2012). Results among the cable net’s target demo of persons 12-34 was a 7.8 rating, which was up by 47 percent from the 5.3 in the prior year. The all-time high, however, remains 2011, which averaged 12.4 million viewers with a 10.8 rating among persons 12-34.

The encore telecast of the “VMAs” on MTV averaged an additional 2.8 million total viewers, totaling 12.9 million total viewers across both airings on MTV.

The event’s social media impact produced even more overwhelming positives. According to Trendrr, the VMAs generated a whopping 31.56 million mentions across Twitter, Facebook, GetGlue and Viggle.

Twitter announced the overly sexualized performance of “Blurred Lines” with Robin Thicke and a twerking Miley Cyrus set a record of 306,100 tweets-per-minute (TPM), surpassing the previous record of 268,000 TPM set earlier this year from Beyonce’s halftime show at Super Bowl XLVII. Other TPM stats from the 2013 VMAs include: the conclusion of Justin Timberlake’s lengthy performance that included a brief reunion with his former mates of boy band *NSYNC (219,800); rapper Drake’s performance (194,500); Taylor Swift’s acceptance speech (189,300); Kanye West’s performance (181,200). In comparison, the peak for tweets-per-minute on the 2012 VMAs were just 98,300.

Miley Cyrus was the most-mentioned celebrity from the VMAs on social media, based on number of tweets with 4.5 million. Michael Jackson Video Vanguard Award winner Justin Timberlake was second with 2.9 million. Lady Gaga, who opened the show with her hit “Applause,” was third with 1.9 million.

MTV also announced that just over 4 million fans visited VMA content on MTV.com (desktop and mobile versions) and the MTV app, generating more than 15 million total streams — five times higher than the 2012 VMAs.

Aside from the honorary Vanguard, Timberlake was the night’s big winner with his video for his hit song “Mirrors” winning Video of the Year. Hip-hop duo Macklemore & Ryan Lewis, Taylor Swift, Selena Gomez and Bruno Mars were among other top winners, with Macklemore & Lewis earning three awards, including Best Hip-Hop Video for “Can’t Hold Us.”

Bruno Mars, Justin Timberlake and even Timberlake’s former band *NSYNC have already experienced significant increases in their respective music sales from the event.

The 2013 VMAs were held at Brooklyn’s new arena, the Barclays Center — the first time MTV’s premier awards show took place in a New York City borough outside of Manhattan.

The event concluded with pop star Katy Perry (inside a boxing ring) at the Brooklyn Bridge, giving her first live performance of her big hit, “Roar.”