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[09/15/23 - 07:00 AM]
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
MTV scored its highest rated VMAs since 2019 on P18-34 (1.14) and since 2020 on P18-49 (1.03).
[via press release from MTV]

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

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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