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And the Award Goes to …

Oct 30, 2006  •  Post A Comment

From IAG Research



In 1953, to celebrate its 25th anniversary, Hollywood’s annual Academy Awards ceremony was presented live on television for the first time.

For years viewers seemed to have a love affair with the only two major shows of this type-the Oscars and Emmys. In the long era before the entertainment magazine shows and “red carpet” programs, these annual awards shows were the only place where so many of the Hollywood elite could be viewed in one show-and live, no less.

In more recent years, as we all have witnessed, a plethora of awards shows have emerged, the Golden Globes and Country Music Awards among them. IAG measures viewer response to every one of these TV specials. We include questions about the show content (by hour for the lengthier telecasts), which are then used to generate our program engagement scores.

How popular the Oscars are each year in terms of audience size is often dependent on the number of blockbuster movies released during the year being honored; e.g., the awards presentation for the year of “Titantic” drew huge numbers, but the Oscarcast the year of “English Patient” attracted a smaller viewing audience.

But as literally millions of day-after IAG surveys have revealed, ratings are only part of the story.

The accompanying table focuses on how engaged viewers are with awards shows. The engagement metric resonates as it provides a solid indication about how likely those who watch a show are able to remember advertising during that program.

Like the many awards handed out, there are many “winners” in the myriad demographic categories. However, for the purposes of this column we are providing a broad overview, showing rankings based on all IAG respondents. There are several other awards specials that achieved notable scores among other demographics.