Grammy Awards TV ratings hit nine-year low

Among the demographic of adults 18-49, the most key for advertisers, the show hit an all-time ratings low

The 60th annual Grammy Awards seem to have failed in capturing the attention of an audience.

Deadline has reported that the ceremony, hosted for the second time by James Corden, saw 19.81 million viewers tune in - down 24% from the final viewership of the 2017 Grammys, and the worst since 2009, according to Nielsen data.

Among the demographic of adults 18-49, the most key for advertisers, the show hit an all-time ratings low, with only 5.9% of the group tuning in, compared to 7.8% last year.

With the Oscars and Golden Globes seeing losses amongst younger viewers in recent years as well, it's clear the Grammys are struggling to stay relevant in a vastly changing platform for how culture is now consumed.

This year's ceremony, particularly, seemed commonly met with frustration: in its neutered approach to political issues, a general disinterest in the choice of host, and the severe lack of women winning awards in major categories.

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