TMC (Total Minutes Consumed) and Social Media Interactions for 2023 VMAs Biggest EVER on the Heels of MTV's Best VMAs Performance in Four Years on Linear
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| Getty Images for MTV |
MTV Only
· MTV scored its highest rated VMAs since 2019 on P18-34 (1.14) and since 2020 on P18-49 (1.03)
· P18-34 = +118% (1.14 vs. 0.52)
· P18-49 = +77% (1.03 vs. 0.58)
· P2+ = +37% (865K vs. 630K)
· Best Tuesday prime average for MTV since 2014 on P18-34 and P18-49
U.S. Simulcast - across 13 networks, same number as last year
· 3.92 million total viewers across the night
· Up year-over-year on demo ratings for the night:
· P18-34 = +54% (3.44 vs. 2.24)
· P18-49 = +29% (3.63 vs. 2.81)
· P2+ = +2% (3.92M vs. 3.85M)
Global Social
· Most social VMAs of all time with 46M interactions according to SCR
· #1 entertainment show in US for the last 12 months for total interactions
· #2 total show in US for 2023 - behind the Super Bowl for total interactions
· Most social VMAs for engagements and minutes consumed
· #VMAs trended #1 worldwide on X (formerly Twitter) with an additional 14 trending topics
Total Minutes Consumed (TMC)
· Largest Total Minutes Consumed (TMC) ever for the VMAs
· MTV's strategy to reach audiences on all platforms for the VMAs paid off - with Total Minutes Consumed (TMC)
· +14.5% from last year with 1.82B vs. 1.59B
Also worth noting on background that media impressions were up a whopping 50%:
· 2023: 12,100 articles delivering 75B impressions
· 2022: 9,357 articles with 70.3B impressions
Source: Linear- Nielsen Fast Nationals, 9/12/23 (excludes Out-of-Home for 2023 and 2022); LSD data; coverage ratings; VMAs all plays- 2023 VMAs Preshow 6:30pm (4 nets), Premiere 8pm (13 nets), 1st Encore 11:19pm(11 nets); 11:30pm (1 net); All nets- MTV, CMDY, PAR, TVL, CMT, MTV2, LOGO, POP, NICK/NAN, VH1, BET, BHER, UMAN, UNIV. TMC- awards show content across Linear (Nielsen; LSD; P2+ 000s* dur) and Digital (Domo, Total watch time minutes across social platforms); linear support includes interstitial hits and VMAs themed programming, airing day of & 7 days prior to awards shows. Social- Domo; SCR #1 Rank 9/13/12-9/12/23, #2 Rank 1/1/23-9/12/23 across all TV; Trending- 9/12/23 (YouTube, https://trends24.in).
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Originally published: September 18, 2023.
Press release courtesy of TheFutonCritic.com; H/T: Variety.
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