Grammys fall to new ratings demo low, pushes for women empowerment

Grammys fall to new ratings demo low, pushes for women empowerment
Grammy Awards

Sunday's Grammys did a few things right. For one, following 2018's controversial ceremony which largely excluded women from the telecast's winners, Sunday's show saw a general shift where female artists dominated the ceremony, with Kacey Musgraves winning album of the year.

Notably, the 2019 awards ceremony nominations reflected a large shift in female representation among the nominees with 15 women being nominated in four categories as opposed to the six who were nominated in the same categories last year.

Furthermore, unlike previous years, Childish Gambino too created a record with his 'This is America', which became the first hip-hop song to win record and song of the year, reported USA Today.

Of the things that did not go favourably, was the fact that with a show that ran for 3 hours and 40 minutes, the Grammys handed out just nine trophies on air.

And while, the show focused on female empowerment, which was received favourably, the Grammys producers started cutting the night's winners off mid-speech. According to USA Today, the goodwill the awards cultivated in its more empowering segments disappeared with fans when they seemingly could not spare a few extra minutes to let artists actually finish their acceptance speeches.

What stood out sharply was the fact that when visibly emotional first-time winners Cardi B and H.E.R. took the stage to accept best rap and R&B albums, respectively, both sharing amusing anecdotes about their music that were quickly cut short. Dua Lipa, who became the best artist, too saw her speech get cut short when she spoke about Grammys president Neil Portnow's controversial 2018 comments that women should "step up" if they want to win more awards.

According to CBS figures, the show drew a 5.6 rating in the 18-49 demographic. That’s down just over 5 per cent from last year’s previous demo low.

When it came to viewership, Sunday’s Grammys was pretty much even with last year’s show, pulling in 19.9 million total viewers, compared with 2018’s 19.8 million, reported Deadline.

Grammys viewership had dropped in 2018, which turned out to be prophetic for Oscars, which took a similar dive, each show falling by more than 20 per cent, reported CNN.

CNN further cited CBS in writing that the Grammys' was the "most social" swards telecast this season, and saw a significant increase on digital platforms. However, on the downside, the viewership among younger adults sees a slip, which could be a part of a larger challenge being faced by TV viewership in general.

However, the results of both Grammys and the earlier Golden Globes could provide some hope that with commercial music and films being recognised to a larger extent (for example, Black Panther won two Grammys), a new trend could be seen emerging with more popular nominees across a variety of categories in award shows.


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Source ANI