Taylor Swift, Missy Elliot reunion was considered the final hope to solve the shrinking of MTV’s television audience rates on the social media for its Video Music Awards (VMA), but unfortunately they couldn’t solve the problem.
The show has been seen by 4.9 million viewers live on Monday 26th, across 12 different networks, the Nielsen company said.
They added: “that’s down from last year’s audience of 5.2 million, as the annual event has slid in television viewers each year since reaching 10.3 million in 2014.”
Furthermore, MTV is noting the reflection of changing media habits among youth in declining interest in its marquee show.
As the amount of young people who are watching cable television in general is shrinking, comparing to social media measurements.
Noting that in the weeks leading up the show, social media activities -liking, sharing or commenting upon announcements about the event- are more than doubled over last year.
“But this summer, no TV program had triggered more social media activity,” the network said.
Swift, music’s super star, had opened the VMA’s with two of her most famous songs off her new-released album.
The show, which aired from Newark, New Jersey, has closed with stars’ performance -of with New Jersey roots- including Queen Latifah, Redman, Wyclef Jean, Naughty by Nature, and Fetty Wap.