MTV’s 2012 European Music Awards set another record – just – with 39.4 million viewers tuning in on MTV channels worldwide to watch the live show from Frankfurt Germany last month, which featured performances from Taylor Swift, No Doubt, Muse and Korean pop sensation Psy.
The figure beat out the 39 million that caught last year’s EMAs from Dublin, Ireland.
As expected, the strongest boost was in Germany, which saw a 51 percent rating spike over the 2011 event, helped by home-town girl Heidi Klum, who hosted the 19th EMAs. In Spain, ratings were up 50 percent at the start of the awards show and peaked at 80 percent above 2011 figures across all demographics with the core 14-24 demo showing a 44 percent jump.
In the U.S. on MTV2, a total of 263,000 viewers watched the EMAs, a 241 percent jump over the average for the time slot and the highest rating ever for the event stateside.
But it was online and in the social media space that traffic truly exploded. Fans around the world cast 183.5 million votes online to decide this year’s EMA winners, a 16 percent hike from 2011 and MTV sites – web and mobile -- pulled in nearly 24 million unique visitors through the 2012 EMA campaign, a new record. Participation on Twitter was through the roof, with a record 5.7 million tweets during the show, a 104 percent jump over 2011 and the EMAs accounting for 8 of the top 10 trending Twitter topics during the show as fans congratulated EMA winners One Direction, Justin Bieber and Taylor Swift.