The 2018 MTV Music Video Awards seems to have lost its cachet in popular opinion. The broadcasted event garnered its lowest number of viewers for the second year in a row.
This year's numbers reflect a 1.1 rating among adults between 18-49 with 2.25 million viewers. Even the numbers in the demo fell short of the 2017 airing drawing 4.87 million viewers and a 2.2 rating across 8 Viacom-owned channels.
A ninth Viacom Network channel was added to to the broadcast this year. Still, it is unlikely that TV Land's viewership would close the gap between the 2018 rating and that of 2017, which attracted 5.36 million viewers and 2.6 rating in the adult segment. The channel's numbers have yet to be made available in time to be considered in the count mentioned above.
The MTV channel itself is suffering a decline in terms of viewership having lost 15 percent in general viewers and 21 percent of its adult demographic between 18 and 49 since 2017.
It seems as though the featured artists were not enough to boost ratings. This past edition enlisted rising star Tifanny Haddish as a host. The comedienne had previously hosted the MTV Movie & TV Awards. The event's rating jump in ratings has been attributed to her presence in addition to a schedule change.
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