For decades, awards shows provided a front-row seat to TV viewers’ favorite performers.
Even as audiences for sitcoms and dramas were siphoned away by streaming services, the Oscars, the Grammys and the Golden Globes could be relied upon every year to deliver the biggest TV ratings outside of NFL football.
But over the past year, awards shows could not catch a break as the pandemic turned the spectacles into low-key, socially distanced and often virtual affairs. Both the CBS telecast of the 63rd Grammy Awards (9.2 million viewers on March 14) and NBC’s presentation of the 93rd Golden Globe Awards (6.9 million viewers on Feb. 28) dropped more than 50% from 2020 levels, according to Nielsen.
As Networks Stop Reporting Overnight Ratings, So Ends an Era of TV Showmanship
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TV s Top 5 : Golden Globes Snubs and Super Bowl Scheduling Decoded
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Does Peacock Need the Olympics? This story first ran in Buffering, Vulture’s newsletter about the streaming industry. Head to vulture.com/buffering and subscribe today! This story first ran in Buffering, Vulture’s newsletter about the streaming industry. Head to vulture.com/buffering and subscribe today! Photo: Stanislav Kogiku/SOPA Images/LightRocket via Getty Images
This week’s Buffering checks in on Peacock six months after its national rollout and in the wake of a flurry of activity surrounding the streamer. We’ve also got a quick look at the latest earnings over at Apple and HBO Max parent AT&T, plus some thoughts on awards voters learning to love streaming movies. As always, thanks for reading.