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UPDATED: Despite NBC taking unprecendeted steps to boost viewership for Sunday night’s Emmy Awards, ratings were on par with last year’s telecast.
The network aired the presentation live in all time zones for the first time in more than three decades, with Nielsen Media Research taking the additional step of folding a West Coast repeat into the results.
Combined with a flurry of new shows like Fox’s “Glee” and ABC’s “Modern Family” being nominated in top categories, the stage seemed set for a possible climb from last year’s outing.
Yet 13.5 million viewers tuned in, and the telecast earned a 4.1 rating among adults 18-49 — a steady audience, though down a tenth of a point in the demo.
Summer viewership doldrums could have been to blame. NBC ran the telecast a few weeks earlier than last year to avoid conflicting with the network’s “Sunday Night Football” franchise. And though airing the Golden Globes live paid off for the network with improved numbers, that was back in January rather than trying to entice viewers into watching TV at 5 p.m. during the summer.
NBC says the ceremony is the “top-scoring Emmy Awards in total viewers in four years” when using non-rounded numbers (13.503 million vs. 13.471). The numbers include two West Coast airings, the live telecast and 8 p.m. repeat.
Here’s yesterday’s post predicting that Emmy ratings and running down the unique factors this year potentially impacting the outcome.
NBC’s few competitors airing original programming were unfazed. CBS’ “Big Brother” (7.8 million, 2.8) continued to perform strong and pre-season football on Fox (9 million, 3.4) delivered solid numbers.
Also: THR’s review of the Emmys … The Live Feed’s Emmy telecast live blog … Academy voters reward shows with buzz … Emmys poke fun at NBC — while on NBC … Modern Family creator praises “Glee” … Jimmy Fallon’s ‘Glee’-inspired Emmy opening (video) … Emmy streaks: ‘Top Chef,’ ‘Daily Show’ make history
Below are the Emmy ratings for the past decade among the adult demo:
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