Tiffany Haddish appears to be just what the doctor ordered for MTV as the channel has had a heavily documented number of viewership mishaps since its late 2016 rebranding.
With the revamp of its annual Movie Awards, christened the ‘TV & Movie Awards’ as of 2017, the former music channel enlisted the help of the ‘Girls Trip’ star to assist with breathing new life into the franchise. The investment proved lucrative.
Haddish, the first African American female host of the shindig, not only brought the funny but also brought the ratings with this year’s showing (which aired June 18th). Details inside:
“The Monday-night [June 18] telecast drew 3.371 million total viewers across 10 Viacom-owned cable channels, including MTV and VH1 — up 21% from the 2017 installment — according to Nielsen live-plus-same day. Monday’s show was also up 20% from last year in the 18-34 demo with a 2.39 rating, and up 21% in the 18-49 demo at 2.21.
Viewership was more concentrated this year on core channels MTV and VH1. Total viewership on the two networks was up 37% from last year, while ratings grew 30% in the 18-34 demo and 35% in 18-49.
Looking at the seven channels that aired the telecast this year and last, the show was up 27% in total viewers, 25% in 18-49, and 21% in 18-34.” [source]
It should be noted the annual award show, like most, has seen a consistent decline in ratings since on-demand media became a leading mean of entertainment consumption. As such, while the 2016 edition of the ‘MTV Movie Awards’ did draw 3.5 million (more than this year’s), it is rare to see an awards show demonstrate an increase in ratings as the 2018 showing of the ‘MTV Movie & TV Awards’ has done.
A winner in our book, here’s hoping the upward trend continues.