Insights
On the CMT Awards
ON AIR
- Total Viewers 2.2M
- Most Gender-Balanced Audience in Franchise History (55F – 45M)
OVERALL
- #1 Social Entertainment Program of the Day
- Most Watched Cable Entertainment Program of the Day!
Across the Board!
SOCIAL
- 18M Cross-Platform Streams
- 29.6M Social Video Views (+170% YOY)
- 1.7M Social Engagements (+541% YOY)
FAN VOTING
- Overall Voting +205% YOY
- VOTY Category +263% YOY
CMT FIRSTS
- Leveraged Snapchat Highlight Show for the first time on CMT network!
- First ever co-viewing Fan Cam!
their viewing experience as…
93%
Entertaining
84%
Exciting
& Captivating
97%
Enjoyable
Fans Loved CMT Talent!
92% LikedHostsSarah Hyland,
Kane Brown,
& Ashley McBryde
88% LikedSeeingtheir favorite celebrities
get recognized
ViewersEnjoyedthe live performances and engaging personal interviews with artists
Partnership
Value
CMT Partnerships!
94%
Appreciate CMT partners for providing lighthearted content especially with current happenings
84%
Feel more positively about brands that are loyal partners with the CMT Music Awards YOY
83%
Recognize that brands involved with CMT Music Awards YOY have become part of the show for them
A SEAMLESS PART OF THE SHOW
- Overall, viewers agree that they enjoy the show’s ad experience.
- Nearly all viewers feel like the brands that partner with the CMT Music Awards are fun, smart, and have a sense of what’s relevant.
- Viewers appreciated that brands were taking COVID seriously but also helped to provide some normalcy in the content they supported.
- All-around, viewers felt good about how the brands were communicating with them.