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Photo by Kevin Mazur/Getty Images for Hollywood Foreign Press Association

The Golden Globes were viewed by just 6.9 million people this year, compared to 18.3 million in 2020, according to final ratings from Nielsen.

Why it matters: It's not just a historic low for the Globes. The ratings slump means Sunday's virtual event was one of the worst-performing awards shows in recent history.

The big picture: Viewership for live TV events, including other award shows, has plummeted during the pandemic.

  • The audience for the Emmys in September dropped 11% year-over-year to just 6.1 million viewers, another record low.
  • Last year, even before the pandemic-driven shutdowns, Academy Award viewership fell to a record low of 26.3 million viewers.
  • The Grammy Awards hit a new low later that month in the key 18-49 advertising demographic.

Be smart: The Golden Globes typically serves as a litmus test for how ratings will fare for the remainder of the year. So far, 2021 ratings are a bad indicator for the Oscars, set to air in March, with the Emmys and Grammys later this year.

Yes, but: The show was full of awkward moments, which may have turned some viewers off. The pandemic has also upended the production schedules of Hollywood's biggest studios, reducing the number of hits that were able to debut last year.

Go deeper: Hollywood's big award shows are in trouble

Go deeper

Hollywood's big awards shows are in trouble

Photo by Kevin Mazur/Getty Images for Hollywood Foreign Press Association

Ratings for the Golden Globes on NBC likely fell to a record low Sunday, according to preliminary ratings from Nielsen.

The big picture: The pandemic has sped up the trend of ratings declines.

Golden Globes goes remote

Photo by Kevin Mazur/Getty Images for Hollywood Foreign Press Association

The Golden Globes kicked off the 2021 awards season with a few awkward moments, including a buggy telecast, acceptance speeches made in pajamas and an awkward acknowledgment from the Hollywood Foreign Press Association about the group's lack of diversity.

Why it matters: Despite a few light and heartfelt moments, the telecast was a grim reminder of how much the pandemic has upended American lives and the entertainment industry over the past year.

Updated Mar 1, 2021 - Economy & Business

Roku to acquire Nielsen's advanced TV advertising division

Photo Illustration by Igor Golovniov/SOPA Images/LightRocket via Getty Images

Roku on Monday announced that it is acquiring Nielsen's advanced TV advertising division as it works to help traditional television ad dollars migrate more quickly to streaming.

Why it matters: The deal will give Roku, the top smart TV operating system in the U.S., access to the technology it needs to help grow the digital TV advertising landscape broadly.

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