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It’s Now Written in Black & White: Oscarcast Draws 1.4 Million More Viewers Than Last Year

Feb 27, 2012  •  Post A Comment

Updated overnight Nielsen ratings for Sunday night confirm what the metered market returns, reported earlier, hinted at: The Oscars did better this year than last, ABC noted in a press release..

Total viewership averaged 39.3 million for the broadcast, up 4% from last year’s final tally of 37.9 million, according to what is referred to as Nielsen’s "Fast National" ratings. Many observers had predicted the number would decline because of poor box office figures for the contending movies.

In the key 18-49 demographic, viewership was the same as in last year’s Fast Nationals, an average rating of 11.7. Last year that number increased to 11.8 in the final numbers.

Here’s ABC’s full Oscar ratings release:

February 27, 2012
Sunday, February 26, 2012 – Based on Nielsen’s True Fast National Ratings

Surging Year to Year by 1.4 Million Viewers and Topping 3 of its Last 4 Telecasts, ABC’s “Academy Awards” Broadcast Draws its 2nd-Biggest Audience Since 2007

ABC’s “Oscar” Sunday Programming Reaches an Estimated
76.0 Million Unique Television Viewers Across the United States

Audience for Network’s “Oscar” Multiplatform Experience Jumps 42%
Year to Year, Drawing 10.2 Million Visitors to “Oscar.com” and the “Oscar App”

The “84th Annual Academy Awards” (8:30-11:24 p.m.)

ABC’s broadcast of the “84th Annual Academy Awards” attracted an average audience of 39.3 million Total Viewers and posted an 11.7 rating among Adults 18-49, based on Nielsen’s “Fast National” ratings. The 2012 “Oscars” stand as ABC’s most-watched telecast in 2 years – since 3/7/10.

Surging year to year by 1.4 million viewers (39.3 million vs. 37.9 million) and outdrawing 3 of its last 4 telecasts, the “Academy Awards” attracted its 2nd-largest audience since 2007 – since 2/25/07. In addition, the “Oscar” telecast retained 100% of its year-ago Fast National Adult 18-49 rating (11.7 rating) and increased its delivery among Women 18-49 (14.1 rating vs. 13.9 rating).

With the “Oscar’s Red Carpet Live” pre-show, the “Academy Awards” telecast and “Jimmy Kimmel Live: After the Academy Awards,” ABC’s “Oscar” programming on Sunday reached an estimated 76.0 million unique television viewers across the U.S. – unduplicated Viewers 2+ watching 6-minutes or more during the broadcast.

Across TV and digital platforms, audiences consumed more than 8.5 billion minutes of ABC’s “Academy Awards”-themed programming on “Oscar” Sunday – cumulative number of minutes viewed across platforms of ABC’s “Oscar” programming on February 26, 2012.

Online: “Oscar.com” and “Oscar App”

“Oscar.com” and the “Oscar App” experienced tremendous year-over-year growth. The number of visitors to “Oscar.com” since the nomination announcement (10.2 million) surged 42% over 2011, and the “Oscar App” was downloaded 370,000 times, an incredible 1154% jump over 2011. On “Oscar” Sunday alone, 4 million people visited “Oscar.com” or used an “Oscar App.”

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