Academy Awards attracts more younger viewers

Tue., March 1, 2005

Associated Press

With comedian Chris Rock as host, the Academy Awards succeeded in its effort to find a younger audience – but perhaps at the expense of older viewers.

A total of 41.5 million people tuned in for Sunday’s awards ceremony. That’s down 2 million from last year, according to Nielsen Media Research.

But ratings were up among viewers aged 18 to 34 – a prime target for the advertisers who pay millions of dollars for time on what is traditionally the year’s highest-rated program after the Super Bowl.

“The academy made a concerted effort to go in a different direction and try to appeal to a younger audience with the Academy Awards, and it appears they have succeeded,” said Larry Hyams, vice president of audience analysis and research for ABC.

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