Lady Gaga’s alter ego, Beyonce’s pregnancy, Chris Brown flying, Katy Perry winning and Adele performing helped the 2011 MTV Video Music Awards score the network’s largest audience in history, with a record-shattering 12.4 million total viewers.
Among the network's target p12-34 audience, the VMAS delivered a 10.8 rating and 8.5 million p12-34 viewers, making it MTV’s most-watched telecast of all time in the demo. The show was up 8% with p 12-34 and up 9% with total viewers over last year’s installment. The VMAs is the #1 cable telecast of 2011 with p12-34 and the #1 non-sports cable telecast of 2011 with total viewers. A special encore presentation of the telecast airs tonight at 7:30 p.m. ET/PT, followed by the premieres of all new series Ridiculousness at 10 p.m.,
The VMA Pre-Show ranked as the best on record in both p12-34 and total viewers, garnering a 6.6 p12-34 rating and 5.2 million P12-34 viewers, up 13% from last year. The pre-show attracted 7.3 million total viewers, up 16% from last year.
MTV Digital saw its highest VMA day ever on Sunday, with VMA content attracting two million unique visitors, an increase of 33% over last year. In addition, more than 10 million page views were garnered on Sunday, up 18% over 2010. VMA video content generated 2.3 million streams for the day, up a whopping 41% vs. the day of the 2010 VMAs.
MTV’s mobile site reached its highest day in history, thanks to the VMAs, with over 2.7 million mobile views for the day, more than 50% higher than the previous record. MTV Digital also hosted its biggest live event ever on Sunday; with over 1.2 million streams generated on MTV.com, tablet and mobile devices across a multitude of cameras. It was the most social VMA day ever, with social networks driving 76% more traffic than a year ago.
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