GRAMMYS FALL SHORT OF 20M VIEWERS

The 61st annual Grammy Awards delivered 19.9m viewers, up 100k from last year’s telecast, but the CBS spin concerns the number of people watching online.

The network quoted social media analytics platform Netbase’s report that found the Grammys was the most social television event in the past two years based on conversation related to performers, presenters and the program. Social analytics platform ListenFirst reported that the show was up more than 200% over the previous year’s Digital Audience Rating.

The Grammys also experienced double-digit growth in unique viewers and time spent on CBS All Access.

According to Nielsen’s time-zone-adjusted fast national ratings, more than 41m people tuned in for all or part—at least six minutes—of the broadcast.

Last year’s show aired on 1/28 and was the lowest rated Grammy-cast since 2009.