Golden Globes viewership drops to a 13-year low because the awards present loses two-thirds of the viewers

Gregg Donovan holds a sign in support of the Time’s Up Globes movement outside the Beverly Hilton Hotel where the Golden Globes will be held on February 28, 2021 in Beverly Hills, California.

VALERIE MACON | AFP | Getty Images

Not even Tina Fey and Amy Poehler were able to save the Golden Globes from sour ratings on Sunday.

On Tuesday, Nielsen data revealed that the Hollywood Foreign Press Association’s 78th annual awards show captured just 6.9 million viewers, a 63% decrease from 18.4 million who watched the 2020 television show.

The last time the ceremony reached such a lukewarm audience was in 2008 when the show was turned into a press conference due to a writers’ strike. Around 6 million people saw this program. The least watched Globes program was in 1995 with only 3.6 million viewers.

Sunday’s broadcast was marred by technical problems and overshadowed by scandals as the HFPA came under heavy fire due to the lack of black voters and continued reports of internal corruption. Fey, Poehler, and a number of award winners used their airtime to berate the organization, resulting in an awkward night of pseudo-celebration.

The ceremony was rated 1.5 by adults between 18 and 49 years old, a drastic 68% drop from the previous year’s exhibit, which previously held the record for the lowest ever rating for this important demographic.

NBC, which signed a $ 60 million-a-year deal with HFPA in 2018 to get eight years of exclusive rights to the show, may rethink the value of the ceremony.

While the HFPA used the show on Sunday to make a statement about its plans to add more black and other minority journalists to its organization in the future, many on social media felt the apology fell flat. The organization has grappled with multiple scandals and its reputation has tarnished in the eyes of Hollywood’s elite and audiences around the world.

Nevertheless, the ceremony and its awards remain coveted by the film and television industries. Nominations and wins, even from an organization like the HFPA, are still marketing opportunities for studios and celebrities. Note how often the words “Golden Globe Winner” or “Golden Globe Nominated” are used in trailers and other promotional materials.

Disclosure: NBC and CNBC are owned by Comcast’s NBCUniversal unit.

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