CBS has balked at a staggering demand of $22 million a year to license the 2022 Academy of Country Music Awards, leaving show producer Dick Clark Productions scrambling to negotiate a new deal amid declining ratings and internal executive turmoil, TheWrap has learned.
CBS, which has aired the ACM Awards since 1998, declined to counter the $22 million demand to renew its deal, according to two individuals with knowledge of the negotiations. The insiders said the new price was well above the previous $20 million annual price for a show that has lost almost half of its viewership since 2018.
A rep for CBS declined to comment, while DCP and parent company MRC would not confirm the licensing fee.
The ACM Awards, like all award shows during and before the COVID era, has seen its TV viewership plummet in recent years. This past April, the ACM Awards fell to a record-low 6.3 million viewers, which came just six months after the pandemic-delayed 2020 edition posted a then record-low of 6.8 million viewers. In 2019, the ACM Awards drew 9.9 million viewers, which had been the lowest since 2007.
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