Deadline -- Lady Gaga’s male alter ego and Beyonce’s newly revealed baby bump boosted last night’s 2011 Video Music Awards to a record-breaking 12.4 million total viewers, the largest audience ever for MTV.
In the network’s target Person's 12-34 audience, the VMAs delivered a 10.8 rating (8.5 million), making it MTV’s most-watched telecast of all time in the demo. Versus last year’s show, the VMAs were up 8% with P12-34 and 9% with total viewers.
The 2011 VMAs now rank as the #1 cable telecast of 2011 with P12-34 and the #1 non-sports cable telecast of 2011 with total viewers.
This is a throwback to MTV’s old days — before the Jersey Shore gang took over and started shattering ratings records, when the VMAs were the once-music channel’s top attraction.
LAMediaWatch.com
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