8.97 million people tuned in for Sunday’s Video Music Awards, giving MTV its biggest audience since 2004. The show, which featured Kanye West doing…well, you all know, became the biggest cable show this year for the coveted 12-34 demographic. In total, the broadcast was up six percent.
So what did MTV do right? Since no one knew about the Kanye Kraziness before the show, surely there was something that drew in the crowds. Maybe it was the Michael Jackson tribute, maybe it was the New Moon trailer, maybe it was the return to Radio City Music Hall. Whatever the reason, MTV has a hit on its hands.
So maybe the VMAs will stay in New York for a few years. Or maybe Russell Brand will be invited back again. Or maybe, just maybe, MTV will serve Kanye West more alcohol next year, hoping for lightning to strike twice.
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