The Big Number
Percent increase in audience over last year's awards.
This year’s CBS telecast drew 12.4 million total viewers, up 30 percent from last year, reaching a three-year high. In addition, Paramount+ streamed the awards which was also up 33% from last year.
BRAND IMPLICATIONS
Brands had many memorable moments at this year’s Grammys and some will be more excited than others about the attention they received. While any publicity can be good publicity, Trevor Noah’s opening monologue referenced the backlash against Mars after the candy maker replaced their spokescandies with comic Maya Rudolph. He also joked about Southwest Airlines’ recent issues with travel delays. The stage is now set for both to capitalize on the moment and get the last laugh.
Other brands fared better on the night by making the evening’s entertainment a part of their ad messaging using the awards, the nominees, or both to connect with consumers. Shortly after Brandi Carlile played on stage, Paramount+ (who streamed the awards) ran an ad for Hilton featuring the Grammy winner. Tillamook, Microsoft’s Pixel, and others all had Grammy-related ads running throughout the show.
Ben Takeaways
VIOLA DAVIS IS AN EGOT
Not every history-making moment took place during the primetime event – earlier in the day, Viola Davis officially achieved EGOT status with her win for narrating the audiobook version of her memoir, “Finding Me”.
"UNHOLY" MAKES HISTORY
In an awards show that seemed to be celebrating diversity and inclusion at nearly every turn, it began on a highly relevant note with the first openly transgender award winner, Kim Petras, winning for her “Unholy” duet with Sam Smith.
MOTOWNPHILLY BACK AGAIN
In a tribute to Motown, all eyes were on Stevie Wonder, Smokey Robinson, and Chris Stapleton. But what viewers might not have known, was that the four young men singing backup are the sons of Boyz II Men’s Wanya Morris, also known as WanMor.
STILL THE QUEEN "B"
Beyonce has now been crowned Grammy’s most awarded person in the awards show’s history, despite losing out, again, for Album of the Year (which went to Harry Styles for “Harry’s House”.
Special thanks to Nicole Wolfe for contributing to The Buzz – 2023 Grammy Awards.
