The 2010 MUCHMUSIC VIDEO AWARDS ratings say it all – fans watched on June 20 in record numbers and they continue to watch and re-watch. The 2010 MMVAs has smashed previous viewership numbers for the channel, boosted artist sales, and dramatically increased the traffic on muchmusic.com. In total, the MMVAs reached more than 4.5 million viewers on June 20.(1) The show was the most-watched program of the day for teens and P12-34 across all Canadian Conventional television as well as Canadian and U.S. specialty channels. It was also the most-watched program among total viewers and A18-34 across all Canadian and U.S. specialty channels. (2)
With the final numbers recorded, 964,000 viewers tuned in to the live broadcast on June 20 from 9 -11 p.m. on MuchMusic. The audience numbers for the encore broadcast at 11 p.m. attracted an average of 386,000 total viewers, and the CTV re-broadcast later that evening found 293,500 viewers from coast to coast. Total viewership to this year’s broadcast was up 152% over the 2009 MMVAs.(3) When all original and encore presentations from the week of June 20 are totalled, the 2010 MMVAs reached nearly 6.2 million viewers.(4)
“The 2010 MMVAs was simply the most successful show in MuchMusic history,” said Brad Schwartz, Senior Vice-President and General Manager, Much MTV Group, CTV Inc. “We excited fans on every level, on every platform across North America. These ratings show just how much our viewers love the best street party in the world!”
“The U.S. simulcast of the MUCHMUSIC VIDEO AWARDS on Fuse was a huge hit with our viewers,” said Sal LoCurto, SVP Programming, Fuse. “The show, jam-packed with today’s top artists, was entertaining and engaging, nearly tripling our key demo audience.”
Fans have also been flocking to muchmusic.com since the MMVAs broadcast on June 20. In the last 17 days, the website has streamed more than 3.8 million videos (3,843,587), including the 2010 MMVAs and 2010 MMVAs RED CARPET SPECIAL to more than 1.3 million unique visitors (1,336,662).(5) This is a 135% increase from last year.
Nielsen SoundScan Canada further proved the effect of the MMVAs on record sales of artists who performed at this year’s show. The week after the show, co-host and performer Miley Cyrus entered the chart at an impressive #2 position, while sales and digital tracks of others increased. (6) See below.
Album Sales Increase
Adam Lambert: +22%
Down With Webster: +17% (as well, the album climbed 18 spots on the chart)
Hedley: +14%
Justin Bieber’s “My World”: +7%
Justin Bieber’s “My World 2”: +11%
Digital Track Sales Increase
Adam Lambert – “Whataya Want From Me” +33%
Down With Webster – “Your Man” +36%
Drake – “Over” +6%
Hedley – “Perfect” +34%
Justin Bieber – “Somebody To Love” +102%
Justin Bieber – “Baby” +27%
Katy Perry – “California Gurls” +18%
Ke$ha – “Tik Tok” +24%
Miley Cyrus – “Can’t Be Tamed” +61%
Miley Cyrus – “Party in the U.S.A.” +49% (as well, the track climbed 26 spots on the chart)
Marianas Trench – “Celebrity Status” +26%
Stereos – “Butterflies” +8%
Fans can catch the 2010 MMVAs online right now at mmva.muchmusic.com. The show has also been licensed to MTV International to air on MTV channels worldwide.
Official sponsors of the 2010 MMVAs include Nokia, Playtex Sport™, Procter & Gamble, Smarties, Stride Mega Mystery*, and Virgin Mobile Canada™.
Source: BBM Canada,
(1) 6/20/2010, Cumulative Reach
(2) 6/20/2010, 2a-2a
(3) 6/21/09, 6/20/2010 (PPM) P2+ viewers
(4) 6/20/2010 – 6/27/10, Cumulative Reach (CTV Total & MuchMusic)
(5) Omniture
(6) Nielsen SoundScan Canada
