MTV Movie Awards ratings rise

'Twilight,' 'Bruno' stunt also fuel Web traffic

With blockbuster "Twilight" piling up five trophies and Sacha Baron Cohen's Bruno making headlines with his indecent descent on rapper Eminem, the 2009 MTV Movie Awards scored the show's best ratings in five years.

The ceremony, which also featured a sneak preview of "Twilight's" upcoming sequel "New Moon," drew 5.3 million viewers, up 78% from last year and the largest audience since the 2004 MTV Movie Awards which, like this year, featured a performance by Eminem.

In MTV's target persons 12-34 demographic, the 2009 show scored a 4.8 rating, up 92% from last year and also the strongest showing since the 2004 awards.

Online, the Movie Awards generated a 205% increase in Web traffic Sunday. And with several buzzworthy clips, including the Bruno/Eminem encounter, this year's day-after stream traffic also is dwarfing last year's.

By midday Monday, the Movie Awards had logged 3.5 million streams, compared with 2008's 2.9 million on its full day-after. The Bruno/Eminem video is a top pick, accounting for 800,000 streams, followed by the "New Moon" trailer with 510,000 so far.
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