An average 11.4 million viewers tuned into the Video Music Awards on Sunday, making it the third most-watched telecast in MTV’s history. Ratings for the annual awards fest were up across the board from last year, including a 33% hike among persons 12-34 (the show averaged a whopping 10.0 rating in the key demographic). MTV says this marks the fourth consecutive year of ratings growth for the show.
The 2010 Video Music Awards will now go down as the No. 1 cable telecast of 2010. “Every year, MTV celebrates the music and creative genius of artists we have the privilege of working with all year long,” said Van Toffler, President of the MTV Networks Music & Logo Group, in a statement. “Last night’s luminescent VMA setting provided the perfect backdrop to do just that and we’re thrilled the audience resoundingly agreed.”