2010 MMVAs garners MuchMusic's largest audiences ever

Last night’s broadcast of the 2010 MuchMusic Video Awards goes down in history as the most-watched broadcast of any program ever on MuchMusic.

Nearly one million viewers (914,000) watched from 9-11 p.m. When all repeat broadcasts last night are accumulated, the number rises to 1.45 million.

The 2010 MMVAs more than doubled last year’s audience of 382,000 viewers, an increase of 139%. More than 2.6 million viewers watched some part of the live broadcast, rising to 4.2 million unique viewers with the encores.*

Fans also made online history on Sunday night, delivering the biggest single day audience ever on muchmusic.com with 197,000 unique visitors**, a 69% increase over the 2009 MMVAs.

The MMVAs was the most-watched program for teens across all Canadian conventional television as well as Canadian and U.S. specialty channels. It was the most-watched program among total viewers, A18-34 and P12-34, across all Canadian and U.S. specialty channels. Earlier at 8 p.m., 437,000 viewers watched 2010 MMVAS RED CARPET SPECIAL. It was the most-watched program in its timeslot amongst teens and P12-34 across all Canadian and U.S. specialty television.

“The 2010 MMVAs was the party that rocked the block, giving fans incredible access to stars, blistering performances and endless excitement,” said Brad Schwartz, Senior Vice-President and General Manager, Much MTV Group, CTV Inc. “Our fans want to experience the MMVAs across as many platforms as possible and that’s just what we give them, proving that MuchMusic delivers the ultimate in fan access – whether it’s watching kickass performances on TV, voting for their fave artists, streaming content from the backstage VVIP Room, tweeting with the VJs, or meeting their idols on the red carpet.”

Ten thousand fans descended on MuchMusic HQ to get up-close-and-personal with homegrown A-list stars Justin Bieber and Drake, as well as co-host Miley Cyrus and scores of other artists and celebs. Within the first 24 hours after the show, more than 270,000 visitors to muchmusic.com viewed more than 43,000 on demand videos including the full 2010 MMVAs and the 2010 MMVAs RED CARPET SPECIAL**.

The 2010 MMVAs instantaneously connected fans in record numbers via social media. Conversations about the MMVAs took over Twitter as all 10 trending topics in Canada from 8 p.m. until past midnight. “MMVAs” also trended worldwide 20 minutes into the show, including the U.S., with 16,725 tweets and 990 re-tweets posted by devoted followers on Sunday. Fans also engaged directly with MuchMusic via Facebook, with over 439 comments posted from the networks more than 108,000 followers.

Fans can catch the 2010 MMVAs online right now at mmva.muchmusic.com. MuchMusic is set to rebroadcast the show throughout the week with airings on today at 10:30 p.m. ET, Tuesday, June 22 at 12:30 a.m. ET, Wed, June 23 at 4 p.m. ET and 9 p.m. ET, Thurs, June 24 at 7 a.m. ET, 7 p.m. ET and 11 p.m. ET, Fri, June 25 at 11 a.m. ET, and Sat., June 26 at 12 a.m. ET and 5 p.m. ET. International broadcasts can be seen on FUSE in the U.S. on Tues., June 29 at 8 p.m. ET.


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