Guess viewers preferred Miley Cyrus’ twerking to that of Nicki Minaj.
The 2014 MTV Video Music Awards averaged almost 8.3 million viewers, according to Nielsen live+same-day data, in its premiere telecast on Sunday night, down 18% from the 10.1 million for the 2013 VMAs, notorious for Cyrus’ simulation with Robin Thicke. Ironically, her "Wrecking Ball" scored the Moonman for Video of the Year on Sunday.
Despite the drop, the 2014 VMAs rank as cable's most-watched telecast of the summer and the top show with MTV's target demo of persons 12 to 34 and with teens, according to the network.
Adding in simulcast watchers on MTV2, VH1 and Logo, the VMAs premiere talled 10.3 million viewers, 8 million of whom were among the 12-to-34 set. On its own, MTV's VMA telecast averaged 5 million of those watchers, down from 6 million a year ago.
The Aug. 24 VMAs, held at the MSG Entertainment-owned Forum in Los Angeles, tacked on another 2.4 million with its encore later that night into Monday morning. The encore of the 2013 VMAs, staged at Brooklyn’s Barclays Center, pulled in another 2.8 million watchers, according to Nielsen. Together, the two telecasts drew 10.7 million VMA watchers, off 17% from the 12.9 million in 2013.
Across all airings that evening on MTV, MTV2, VH1 and Logo, the 2014 VMAs garnered 13.7 million Moonman watchers.
List of 2014 VMA Winners
Video of the Year: Miley Cyrus - "Wrecking Ball"
Best Hip Hop: Drake ft. Majid Jordan - "Hold On (We're Going Home)"
Best Male: Ed Sheeran - "Sing"
Best Female: Katy Perry ft. Juicy J - "Dark Horse"
Best Pop: Ariana Grande feat. Iggy Azalea - "Problem"
Best Rock: Lorde - "Royals"
MTV Artist to Watch: Fifth Harmony - "Miss Movin On"
Best Collaboration: Beyoncé & Jay Z - "Drunk In Love"
MTV Clubland Award: Zedd ft. Hayley Williams - "Stay the Night"
Best Video With a Social Message: Beyoncé - "Pretty Hurts"
Best Cinematography: Beyoncé – "Pretty Hurts"
Best Editing: Eminem - "Rap God"
Best Choreography: Sia - "Chandelier"
Best Direction : DJ Snake & Lil Jon - "Turn Down For What"
Best Art Direction: Arcade Fire - "Reflektor"
Best Visual Effects: OK Go - "The Writing's On the Wall"
Best Lyric Video: 5 Seconds of Summer – "Don't Stop"
Michael Jackson Video Vanguard Award: Beyoncé