E!’s Live from the Red Carpet: The 2011 Grammy Awards hosted by Ryan Seacrest and Giuliana Rancic on Sunday, February 13th from 6pm-8pm, scored the network’s highest-rated (2.11 HHLD) and most-watched LRC: Grammys ever, drawing over 2.9 million Total Viewers, which is more than double the prior four week time period average with both measures while up +12% and +14% respectively over last year’s performance.
· Live from the Red Carpet: The 2011 Grammy Awards remained bigger and better than ever driven by record highs among a younger audience, posting its highest-rated LRC: Grammy Awards ever with Adults 18-34 (1.74) and Women 18-34 (2.45) as it exceeded last year’s performance by +20% with both measures while posting triple digit gains over the prior four week time period.
· LRC: 2011 Grammy Awards drew appointment viewing numbers as it more than doubled its Countdown lead-in and rapidly built its audience throughout the show, increasing +86% with Total Viewers from start to finish.
· Leading into LRC, E!’s one-hour Countdown to the Red Carpet: The 2011 Grammy Awards from 5pm-6pm exceeded last year’s record-setting delivery as it set a new high, garnering its highest-rated (.81 HHLD) Countdown: Grammy Awards yet and attracting nearly 1 million Total Viewers as it out-performed the prior four week time period by over +50% with both measures.
· Countdown: The 2011 Grammy Awards continuously gained more and more viewers throughout the hour, building +54% with Total Viewers from start to finish.
*Source Nielsen Media Research, Fast Nationals, Live + Same Day, COV AA% & Impressions; Sunday, 2/13/11 Countdown (5pm-6pm) & LRC (6pm-8pm) vs. Year Ago Performance on 1/31/10; Prior 4-Weeks Averages based on 1/10/10-02/06/10