last year’s telecast. However, this year’s show didn’t move the needle much among the advertiser-friendly 18-49 demographic, with the ratings sitting about roughly the same as 2021 (about a 2.8 in gross ratings).MTV’s research and PR teams also combine Nielsen’s linear numbers for the VMAs with their own internal digital data into a proprietary metric called “Total Minutes Consumed” (TMC).
For the 2022 VMAs, they say that number came out to 1.59 billion, which is a 14% jump from the previous telecast. Sunday’s show aired across MTV, BET, CMT, Comedy Central, Logo, MTV2, Nickelodeon, CW, Paramount Network, Pop, TV Land, and VH1.According to MTV, the show was a hit on social media, where it generated more than 40 million interactions — beating the Super Bowl and the Oscars.
It marked the “most social” VMAs of all time, up 6% in interactions. Last night’s winners included Lil Nas X for his video collaboration with Jack Harlow on “Industry Baby” and Taylor Swift for Video of the Year (she also announced a new album in her acceptance speech).
Nicki Minaj, who received the Video Vanguard award, also picked up a Best Hip Hop statuette for “Do We Have A Problem?” with Young Money.
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