Happy Gilmore Outdraws MMVA’s
Despite a celebrity-studded lineup that included the Jonas Brothers and Lady Gaga, the ratings for the Much Music Video Awards weren’t very impressive.
As Bill Brioux explains on his blog, the awards averaged 219,000, around half of what TSN drew for the U.S. open at 423,000, and a quarter of what CBC got with a re-run of Happy Gilmore.
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OK so we’re happy about a US content, I would say programming or film but Richard Stursberg says we supply content, beating a Canadian awards show on a cable channel?
It probably has more to say about the dismal state of pop music. I never thought that when I got old I’d be complaining that the stuff the kids are listening to isn’t loud or new, but here we are.
Literally, the only enjoyable content on the whole station is Video on Trial (which is usually fantastic, with some hit or miss moments), or So You Think You Can Dance, which is a Fox Network rebroadcast.
I watched MM all the time when I was younger and they played videos. But they’ve gone the way of MTV — without any of MTV’s content savvy in the transition.
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[...] TV audience numbers for last weekend’s Much Music Video Awards was about a quarter of the size of what was being shown on the CBC: 15,798th repeat of Happy [...]
If the MMVA’s were simulcast on CTV this thing would have easily got a million viewers. Not sure why it wasn’t.
I do also think though that there’s probably a case to be made that you can star-stud it all you want, but perhaps people are demanding something more these days. I also find it odd that MuchMusic still has a “video awards show” when they rarely play music videos anyway.
maybe the answer is that even with all the stars, the MMVA’s still drew less than TSN, a specialty channel, and their coverage of the rain delayed U.S. open.
you’re right there’s some irony in the MuchMusic doing video awards. but there’s also irony in the CBC dusting off the Happy Gilmore tape for another airing.
The kids aren’t watching TV. That’s what these numbers tell me. I don’t think it’s anything to be proud of: beating a youth oriented show with an American movie rerun, aimed at an older market. Let’s get smarter around here about how we target audiences and who we target. Maybe start with a younger host for the Hour and develop youth content, starring actual youths.