US: Ahead of its 65th edition, the Grammys hopes to boost viewership - How did it do last year?
February 3rd, 2023, Lesley Simeon

US: Ahead of its 65th edition, the Grammys hopes to boost viewership - How did it do last year?

On Sunday, February 5, 2023 the Grammy and The Recording Academy of the United States will hand out its trademark gramophone-shaped trophies to winning artists across more than 90 categories. This year’s edition will be the award ceremony’s 65th. The Grammy Awards has struggled with viewership for a while now. The annual televised event saw its viewership decline 54% year-to-year, between 2020 and 2021, losing close to 10 million viewers.

In the run up to the event, we look at whether the event grabbed American’s attention last time.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the 64th Annual Grammy Awards held on April 3, 2022 recorded an uptick in chatter and attention amongst the general American population.

The Attention score - which measures the total number of consumers who have heard anything positive or negative about the brand - picked up from 16% on March 1, 2022 to 20% on April 17, 2022 (two weeks after the ceremony was held).

Similarly, the brand’s Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising - went from 8% on March 1, 2022, increased consistently March 2022 onwards, to touch 17% on April 17, 2022 in the US. The event's Buzz score - which measures whether consumers are hearing more positive or negative things about the brands - also recorded an uptick during the observation period.

Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - suggests that the larger chunk of the general American population (57%) is not interested in the Grammy Awards.

One in five of Americans (20%) claim to be “a little bit interested” in the event, 15% are “somewhat interested” and the Grammy is “one of (the) top interests” of 7% of the general population.

On a more granular level, millennials make up 35% of respondents who claim to be a “little bit interested”, “somewhat interested” or have the Grammy Awards as “one of (their) top interests.” Baby Boomers (28%) and Gen X (26%) follow Millennials.

Whether or not this year’s outing proves successful for the awards event in boosting its viewership, will be interesting to see.

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Methodology:YouGov BrandIndex collects data on thousands of brands every day.

Grammy Awards’ Attention score measures whether respondents are hearing positive or negative buzz about the brand and delivered as a percentage. Its Ad Awareness score is based on the question: Which of the following events have you seen an advertisement or communication for in the past two weeks? and delivered as a percentage. Its Buzz score is based on the question: Over the past two weeks, which of the following events have you heard something positive/negative about? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 3856 US adults between 1 March 2022 and 31 January 2023. Figures are based on a six-week moving average. Learn more about BrandIndex.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles. 

Photo by

Clem Onojeghuo