'Music's Biggest Night' a huge hit across online, mobile and social platformsby jmaloni
The 54th Annual Grammy Awards set new social TV record with more than 13 million social media comments
With the help of CBS.com, GRAMMY.com and the Grammy Live app for the iPad, iPhone and iPod Touch, The 54th Annual Grammy Awards on Sunday set a new social TV record with more than 13 million social media comments, topping the recent record set by the 2012 Super Bowl last week and 25 times bigger than 2011.
In addition, the Grammy Live iPad App was the No. 1 Free Entertainment iPad App on Sunday as viewers downloaded the app for exclusive access to live videos, blogging, Tweets, official news and behind-the-scenes Grammy cams. Online and across mobile platforms, more than 1 million unique viewers tuned into Grammy Live, a three-day online and mobile event from CBS.com, and The Recording Academy built to draw excitement for the live broadcast on Sunday night.
"We wanted to go all out this year in creating a second screen experience that was going to help us drive excitement and tune-in for the awards, as well as give viewers access to content and videos that added another element to the broadcast," said Marc DeBevoise, SVP and GM of CBS Interactive's entertainment and lifestyle division. "The interplay between Twitter, Facebook and Grammy Live created a real-time water cooler effect as evidenced by the huge numbers we're seeing across all social media platforms."
The Grammys delivered more than 39.9 million viewers, the largest Grammy audience since 1984 and the second largest in history, according to Nielsen updated live plus same day ratings for Sunday, Feb. 12.