BRITS UP ON DIGITAL, DOWN ON TV

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Blighty Beat

BRITS UP ON DIGITAL, DOWN ON TV

2/28/19

The BRIT Awards ceremony on 2/20 had its highest online view count ever, with the YouTube live stream up 160% to 3.98m views. The TV broadcast, however, dipped by 900k to reach its lowest audience since 2006.

The international YouTube broadcast added an additional 2.45m views on 2018’s figure, recording the highest viewing number since the show began live streaming in 2014.

Those tuning into British TV channel ITV reached 4.5m. It was the most-watched program for 16- to 34-year-olds this year with a 42% share of that age group.

All BRITs social accounts rose 12%, up to 3.37m from 3m thanks to a robust digital campaign that included the YT live stream, an online after-party, influencer program, Facebook red carpet live stream (5.9m views across five days), campaigns on Instagram (story views up 46% YoY) and Twitter (750k total tweets, up 224%), and hundreds of gifs thanks to GIPHY (helping to reach total views of 96.2m), plus partner activity with Snapchat, Jungle Creations and TikTok.