Bruno Mars accepts the award for record of the year for “24K Magic” at the 60th annual Grammy Awards in New York on Jan. 28. Grammy viewership slipped below the 20 million mark, down 24 percent from 2017 and the music awards show’s smallest audience since 2009. (Matt Sayles / Invision file)

Bruno Mars accepts the award for record of the year for “24K Magic” at the 60th annual Grammy Awards in New York on Jan. 28. Grammy viewership slipped below the 20 million mark, down 24 percent from 2017 and the music awards show’s smallest audience since 2009. (Matt Sayles / Invision file)

Do Oscars and Grammys indicate awards shows losing appeal?

Experts suggest the shows aren’t immune to the same forces depressing viewership across all of TV.

  • Tuesday, March 13, 2018 3:10pm
  • Life

By David Bauder / Associated Press

NEW YORK — After Nielsen’s brutal morning-after report cards for the Oscars and Grammys this winter, it’s worth asking whether television viewers are losing interest in watching the entertainment industry’s most prominent people celebrate themselves.

The Academy Awards reached 26.5 million viewers, easily a record low for what is often the second most-watched program of the year after the Super Bowl. A month earlier, Grammy viewership slipped below the 20 million mark, down 24 percent from 2017 and the music awards show’s smallest audience since 2009. Opening night of the Winter Olympics had a bigger crowd than both shows.

That’s alarming news for networks that have considered major awards shows to be reliable, DVR-proof live events. Experts suggest the shows aren’t immune to the same forces depressing viewership across all of television, with some specific factors that hurt the Oscars and Grammys this year.

By the time the Oscars are done, viewers who follow these things are probably exhausted from awards. Besides the Emmys, Golden Globes and Grammys, the calendar is filled with the actors, producers and directors guild awards, the MTV Movie Awards, the Billboard music awards, the iHeart Radio music awards, the American Music Awards, competing country music organization awards … You get the idea.

There’s little novel about celebrities standing on stage with a piece of hardware, thanking God, their spouses and their agents.

Big awards shows used to be one of the few chances to see celebrities outside of their work. But the entertainment news shows make that common-place, too, said Tom O’Neil, editor of Goldderby.com, a web site that dishes and predicts winners of big awards.

“The true glut of media that we have out there nibbles at the viewership base of the awards shows,” O’Neil said.

Television viewership in general is going down, with more people attracted to streaming services where they can watch programs without commercials and on their own schedules. Young people, in particular, increasingly prefer watching highlights on their devices than shows that stretch past three or four hours. Even Super Bowl ratings have slipped the past few years.

Networks have tried to fix those problems for their shows in general, not just awards shows, without much success. One retired network executive questions whether that trend could be reversed.

“Short of full-frontal nudity, I don’t know what they could do,” he quipped.

The bad performances of the Grammys and Oscars can’t be explained simply by those factors, however. The Golden Globes audience of 19 million in January was 5 percent down from 2017, a decrease roughly on par with what most programs see these days. The Emmy Awards audience of 11.38 million last fall was slightly up from the year before, Nielsen said.

The Academy of Motion Picture Arts and Sciences said on its 2016 taxes that it made $111 million in revenue from the Oscars, illustrating the economic importance of making sure it remains a big event.

Some political conservatives have suggested that a backlash among viewers against liberal celebrities espousing their views contributes to the slump. A Fox News web site headline in January said that the “Trump-bashing Golden Globes” ratings were down. That’s a factor hard to measure, however. One of the Globes’ biggest stories was an Oprah Winfrey speech some saw as a 2020 presidential campaign-opener. Despite that, Globe ratings didn’t nearly go down as much as the Grammys or Oscars.

The Oscars, meanwhile, celebrated movies like “The Shape of Water” that could hardly be considered blockbusters. Couple that with major awards competitions largely viewed as shoe-ins, primarily because of the movie awards circuit that predated the Academy Awards, and the night bordered on the predictable.

“The average American doesn’t know who (acting award winners) Frances McDormand and Sam Rockwell are,” O’Neil said. “That’s unfortunate.”

A big test can come next year for the Oscars, with the movie “Black Panther” both an enormous success and a critical favorite. That could bring viewers back: The biggest Academy Award ratings ever were recorded the year “Titanic” won best picture.

Talk to us

More in Life

Zuri's Donutz display case filled with an assortment of doughnuts on Sunday, July 18, 2021 in Lynnwood, Wash. (Olivia Vanni / The Herald)
Here’s where to find the best doughnuts in Snohomish County

From classic to cutting-edge, these shops have the sweet treats you’ve been craving.

Carolyn Cross repairs light strands on a flower christmas light frame at Warm Beach Camp & Conference Center on Tuesday, Oct. 12, 2021 in Stanwood, Wa. (Olivia Vanni / The Herald)
All is merry and bright at Warm Beach

The Lights of Christmas endures as one of Snohomish County’s premier holiday traditions.

Caption: Family photos like this one of the author’s grandmother give extra meaning to this family’s holiday decorations.
Memories linger like the scent of fake Christmas trees

On this family’s tree, the most important ornaments are framed photos of beloved family, especially the ones who have passed away.

The 2022 Infiniti QX60 is available in four trim levels, all with standard front-wheel drive or optional all-wheel drive. (Manufacturer photo)
Infiniti QX60 midsize SUV is all new and deluxe for 2022

An extra dash of exterior drama, upgraded interior, and new Autograph model keep QX60 in the running.

Beachcombing on London’s riverbank.
Beachcombing through London’s long history

At low tide, the banks of the Thames teem with the flotsam and jetsam of centuries gone by.

Some ways to take care of yourself during the 2021 holidays

This is such a busy time of the year! Here are some… Continue reading

Steve Smith gift ideas for gardeners
Ten gift ideas for gardeners

From puzzles to pruners, how to pick the perfect present for the green thumbs on your list.

Anthony Schmidt, 13, uses forced perspective photography to make model cars look real. This was taken at King Charley’s Drive-In on Highway 9 in Snohomish. (Anthony Schmidt)
He’s 13, and famous for photos making toy cars look real

Anthony Schmidt, who is on the autism spectrum, has gallery exhibits, 2,500 model cars and a real 1957 Ford named Betty.

Orangebark Stewartia, Stewartia monadelpha,
Great Plant Pick: Orangebark Stewartia

This tree’s stunning bark is shown to perfection when it’s planted with a backdrop of evergreens.

Most Read