MTV EMAs: Early Data Points to Record Ratings for 20th Edition

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Miley Cyrus at the MTV EMAs

The biggest Viacom International Media Networks event of the year took place in Amsterdam and featured performances from Miley Cyrus, Eminem, Katy Perry, Robin Thicke and others.

LONDON – The 20th MTV EMAs, which aired from Amsterdam on Sunday night, are on track for a ratings record for the biggest Viacom International Media Networks event of the year.

The arm of entertainment conglomerate Viacom said Wednesday that the show’s premiere saw ratings rise 137 percent over last year in the core demographic of people aged 12-24, according to overnight ratings data in key markets. Among the wider 12-34 demo, the EMAs posted an audience gain of 128 percent in key markets.

The initial data suggests that the 2013 EMAs are "on course to achieve a higher consolidated worldwide audience than last year, when an estimated 39.4 million viewers tuned in to the 2012 show from Frankfurt," MTV said. That was a record global audience for the awards show, which launched in 1994.

The show at Amsterdam’s Ziggo Dome included performances by Miley Cyrus (who also made headlines by lighting up what seemed to be a joint when she accepted an award), Katy Perry, Eminem, Bruno Mars, Robin Thicke, Kings of Leon and The Killers.

In the host country of the Netherlands, ratings rose 162 percent from last year in the 12-24 demo, giving MTV its best Sunday primetime performance of 2013.  

Other key markets that saw growth were the U.K. (+169 percent in the demo of people aged 12-24) and Italy (+14 percent).
The EMAs also drew a record-breaking response on MTV’s digital and social platforms, "marking this year’s show as the best ever in network history for votes, visitors, video views and social media activity," MTV said.

For example, the number of visitors to the EMA digital platforms came in at 11.6 million, representing an increase of 52 percent over 2012. The total of 5.9 million video views was up 38 percent.

Live-stream views of 2.2 million were up 55 percent. And across all social media sites globally, there were 57.9 million mentions of the EMAs, an increase of 624 percent over last year's show, according to MTV.

Twitter: @georgszalai