Why Tonight’s 50th Annual CMA Awards Will Be the Lowest-Rated Ever
Wednesday evening is a time for celebrating country music on ABC. But come Thursday morning — thanks to one of America’s favorite other pastimes — the network may well be mourning its CMA Awards TV ratings.
Last year, the CMA Awards on ABC landed a 3.8 rating/12 share in the advertiser-coveted 18-49 demographic, with an average of 13.62 million total viewers between 8 p.m. and 11 o’clock — the primetime hours.
While those are big numbers at first blush, the special was down 16 percent from 2014’s version, and tied the show’s lowest demo rating to-date (which was initially set in 2012). The 2015 CMA Awards were also down 16 percent among overall viewers (versus 16.25 million), hitting a new all-time low there. Don’t expect that trend to reverse-course this year.
Last year, the 49th CMAs were dominated in the demo by Fox’s “Empire.” This year the news (and outlook) is far bleaker — the awards show is going up against a rare World Series Game 7. It’s curtains for the Nashville party.
To make matters even more negative for Channing Dungey & Co., this is a Fall Classic between two teams that haven’t won a ring since at least 1948, citing the case of tonight’s hometown Cleveland Indians. It’s been far longer for the Chicago Cubs, who haven’t taken home a World Series trophy since 1908. So, yeah, fans of these two teams aren’t missing this one live, and certainly not for some country music back-pat.
Games 1 through 6 have flattened everything they’ve faced so far, including NBC’s uber-powerful “Sunday Night Football” this week — and that one was an overtime contest between bitter divisional rivals the Philadelphia Eagles and Dallas Cowboys, who were jockeying for first-place position. Expect that trend to continue.
NBC wised-up by midweek. On Wednesday afternoon, the peacock-mascoted network announced it was pulling original episodes from tonight’s prime, conceding to Fox Sports’ big lottery ticket cash-in. CBS is sticking with two new episodes and one repeat, TheWrap has confirmed, while CW is going to let “Arrow” and “Frequency” originals fly. Good luck, you guys.
The CMA Awards had better hope Beyonce shows up, as has been reported according to anonymous sources. The 2015 version had Justin Timberlake (pictured above), and the only thing he helped was potentially slowing the bleeding. She’s a bigger name and draw, but if Michael Jackson himself moonwalked on stage, sports fans would still stay locked on to the Kyle Hendricks-Corey Kluber pitching matchup.
Meanwhile, for World Series host Fox, that broadcast network needs about a 22.5 Nielsen rating for Game 7 to be its most-watched baseball game ever — and they’ve got a real shot at that. Worst-case scenario, tonight will at least be the most-watched in 15 years.