RATINGS INCREASE FOR MTV MOVIE AND TV AWARDS
Thanks to comedienne/actress Tiffany Haddish the MTV Movie & TV Awards got a big ratings boost after a shift in scheduling. The Monday-night telecast drew 3.371 million total viewers across 10 Viacom-owned cable channels, including MTV and VH1 — up 21% from the 2017 show.
Nielsen also dubbed the show the most social television program of the evening. According to MTV internal data, the awards show was streamed 83 million times, more than double last year’s show. Haddish received largely positive reviews for her turn hosting an awards show highlighted by wins for “Black Panther” and “Stranger Things.” MTV also moved the award show this year to June from May, part of a strategy to shift into the Emmy-voting window in hopes of luring talent. Also new was the shift from Sunday night to Monday, where bothe MTV and VH1 typically enjoy higher than normal audience circulation.