Emmys Suffer Broadcast Woes

 Despite the wider return to classic in-person events and the buzz of the red carpet this Awards Season, the Emmys have proven to be a cost-sink for NBC. What does their sharp decline in viewers mean for the Emmys themselves? Blake & Wang P.A entertainment lawyer, Brandon Blake, takes a look at the wider climate around the broadcast’s nosedive in popularity.

                                                                 Brandon Blake

Lowest Audience Engagement Ever

At 5.9M total viewers on NBC according to Nielsen averages, and a rather dismal 1.1 rating in the 18-49 demographic, this year’s Emmy broadcast was little but a disappointing flash in the pan. These dismal numbers represent record lows for the once-prestigious TV awards ceremony.

 

Of course, the Nielsen averages aren’t quite the full picture. The Emmys were also live-streamed on NBC’s streamer, Peacock, and we don’t have any real data on its performance there. It’s unlikely to make a historical difference in the poor showing, however.

Forty Two Percent Drop in Key Demographics

This represents a 42% decline on the broadcast side from last year’s ratings alone, with a broader 25% drop since 2021. And there was also concurrent live streaming in both of those years. In fact, it’s lower than the 2020 pandemic year, which managed a 1.3 rating and 6.4M total viewers despite pandemic interruptions. Nor does it beat out 2019, the last ‘normal’ year for the wider awards landscape. In fact, the Emmys hasn’t done particularly well on TV since its 1992 peak, a year where Will & Grace was still a topical contender. 

 

It’s hard not to see this dismal showing as a sign that something has to change. Clearly current audiences are no longer engaging with the idea of rushing home to watch a self-congratulatory awards ceremony that’s well known for ignoring what’s popular and performing well to choose odd contenders that don’t resonate as closely with audiences. Coupled with the wider woes the Emmys have faced of late, it may be time for them to rethink their overall model entirely and try a new approach that better resonated with audiences globally.