For the first time in its history, the Grammy Nominations Concert is being held on a Friday night after five years of airing on Wednesdays. CBS says one key reason for the move is the ability to promote the show five days straight.
"Our air (time) is still our best opportunity to let the biggest audience possible know the show is there," CBS executive VP, Specials & Events, Jack Sussman tells Billboard. "From Sunday football into primetime through Thursday night, we bang this like a drum to get people to tune in on Friday night.
"'Blue Bloods' on a Friday night does 14 million people so there are people who want to watch TV and be entertained. We need to get out the word out and having five nights a week of well-watched television enables us to do this."
As a case in point, the post-Thanksgiving Friday broadcast of the two-hour "Garth Brooks: Live From Las Vegas" helped CBS win Thanksgiving week in total viewers; it was the network's ninth win in the season's 10 weeks. CBS has had a particularly strong season to date, winning Tuesday, Wednesday, Thursday and Friday in viewers and adults 18-49 throughout November.
By pulling 8.6 million viewers and placing first in the 18-49 and 25-54 demographics in the time slot, the Brooks special was watched by more viewers than have ever tuned in to the Grammy nominations special. The concert peaked in 2008 with 7.1 million viewers, hit its nadir in 2010 with 4.58 million and 5.4 million viewers watched last year.
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The one-hour CBS special, “The Grammy Nominations Concert Live -- Countdown to Music’s Biggest Night,” will announce nominees in several categories and feature performances from Swift, Thicke, Macklemore & Ryan Lewis, Lorde, Katy Perry, Keith Urban and others.
For those planning to tune in on TV -- and didn't bother to set your DVR -- the show will air live for the East Coast from the Nokia Theatre at 10 p.m. EST; a taped version will air on the West Coast at 10 p.m. PST. Pop & Hiss will, however, be covering it live as it happens.