MTV Viewership Edges Up With '2009 VMAs'


The 2009 Video Music Awards registered with viewers, recording gains on MTV, as well as simulcasts on its sister services, over the 2008 Moonman fest.
The Sept. 13 show from Cablevision-owned Radio City Music Hall in Manhattan averaged 8.97 million viewers, up 6% from 8.43 million a year ago, according to Nielsen Media Research live + same-day data. Last night's performance was the VMAs best since 2004, said network officials.

With an assist from MTV2 and VH1, the 2009 VMAs -- which will perhaps best be remembered for Kanye West's boorish and perhaps inebriated interruption of Taylor Swift's acceptance speech for the Female Video of the Year award, the show averaged 11 million watchers -- up 21% from the 9.1 million who tuned in the mothership and its spin-off in 2008.

On MTV2, the 2009 VMAs averaged 749,000 total viewers, up 11% from 674,000. On VH1, the show averaged 1.3 million total viewers, improving its time period by 21%, according to network officials.

Among its broad target of persons 12 to 34, the 2009 VMAs on MTV, MTV2 and VH1 averaged 7.2 million of those watchers, 16% better than the 6.2 for MTV and MTV2 last year.
On MTV, the 2009 VMAs delivered a 7.5 rating against that group, its best since the 2005 VMAs, while VH1 averaged a 1.03 rating, up 8% in its time period.
The 2009 VMAs ranks as the No. 1 show on cable this year among persons 12 to 34, according to MTV officials.

Onlilne, logged 2.7 million unique visitors on Sunday, a 20% increase over Sept. 7, 2008, when the 2008 VMAs were held. Some 1.7 million unique visitors viewed VMA content including show pages, flipbooks, video content and news related to the show on Sept. 13, a 24% increase over 2008's VMA premiere day. That made it the best VMA premiere day in history, according to officials.
Moreover,'s VMA-specific content delivered a 14% increase in page views versus the day of last year's show. Visitors to viewed more than 5 million video streams on Sunday, a 45% increase from the day of the 2008 VMAs.
The following is a list of 2009 VMA Award winners:

Video of the Year
"Single Ladies (Put a Ring on It)"

Best Female Video
"You Belong With Me"
Taylor Swift

Best Male Video
"Live Your Life"
T.I. featuring Rihanna

Best Rock Video
"21 Guns"
Green Day

Best Pop Video
Britney Spears

Best Hip-Hop Video
"We Made You"

Best Brekthrough Video
"Lessons Learned"
Matt and Kim

Best Video That Should Have Won a Moonman
Beastie Boys

Best New Artist
Lady Gaga