Sunday night brought a lot of season finales to broadcast television and the Billboard Music Awards (BBMAs) back to May on NBC. While the end-of-weekend awards show sure worked out for The Weeknd, these Billboard awards did very little for their host network.
The 2021 BBMAs settled for a 0.7 rating among adults 18-49 and 2.8 million total viewers, according to The Wrap citing Nielsen. Those are new lows for the annual special.
In the key demo, NBC’s Billboard awards from 8 p.m. to 11 p.m. ranked second in primetime to ABC’s “American Idol” season finale. The awards show was third in overall audience size.
Last year’s Billboard Awards were delayed until October, when they sunk 62% from the 2019 special in key-demo ratings (with a 0.8) and 55% in overall viewers (3.6 million), according to preliminary data. At the time, those were a new all-time low — and by quite a bit.
Of course, the BBMAs are not the only awards show that more than halved its year-to-year viewership during the coronavirus pandemic.
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