The 2013 MTV Video Music Awards delivered 10.1 million total viewers on Sunday from 9-11:30 p.m., an increase of 66% over last year’s telecast, which was on a Thursday.
Compared to its last Sunday show, the 2013 awards were down 19% from 2011’s record audience of 12.4 million viewers. In the network’s key persons 12-34 demo, the VMAs garnered a 7.8 rating, up 47% from last year and ranking it as the top entertainment cable telecast among that demo in 2013.
Its encore telecast drew 2.8 million total viewers and the pre-show averaged 4.6 million total viewers and a 3.6 rating, up 119% and 100%, respectively.
This year’s VMAs, which was the first awards show to be broadcast from Brooklyn’s Barclays Center, also set a new Twitter record of 306,000 tweets per minute for Miley Cyrus and Robin Thicke’s medley, which sparked outrage for Cyrus’ provocative dancing.
Source: Broadcasting & Cable, 8/26/13