What's Happening?
The 2025 Video Music Awards (VMAs), hosted by LL Cool J, achieved a six-year viewership high, reaching over 5.5 million viewers across CBS, MTV, and Paramount+. This marks the first year the VMAs were broadcast on CBS, resulting in a 42% increase in audience compared to the previous year. The event featured performances from artists like Sabrina Carpenter, Ricky Martin, and Mariah Carey, and showcased significant brand integrations with over 11 minutes of in-show branded content. Paramount lined up 30 advertisers, including 19 new ones, and 145 unique pieces of branded content across its platforms.
Why It's Important?
The VMAs' success on CBS highlights the effectiveness of broadcasting major entertainment events on widely accessible networks to boost viewership and engagement. The increase in audience and brand integrations reflects the growing demand for live events as powerful marketing platforms. Advertisers are increasingly drawn to such events due to their ability to reach large, engaged audiences. This trend underscores the importance of strategic partnerships between media companies and advertisers in maximizing the impact of live entertainment programming.
What's Next?
The success of the VMAs may lead to more entertainment events being broadcast on major networks like CBS, potentially increasing competition for viewership with other live events, such as sports. Paramount's ability to attract new advertisers and create custom marketing partnerships could set a precedent for future events, encouraging more innovative advertising strategies. The focus on live events as key marketing opportunities may drive further investment in producing high-quality, engaging content to capture audience attention.
