More People Watching Awards

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Don’t be surprised if the Feb. 27 Academy Awards telecast delivers huge viewership north of 2010’s 41.3 million. Awards shows from the Grammys to the Tonys have been trending up for the past few years, and analysts have cited everything from social engagement via Twitter and Facebook to events being “DVR-proof” to the appeal of watching glamorous celebrities during a sour economy. “People miss the shared experience," says media analyst Steve Sternberg, adding that while social media “has not yet helped regular series much, it does seem to have a positive impact on special events.”