Disney sees major audience engagement growth with Radio Disney Music Awards

DetailsMichelle Clancy | 08 May 2015

Multi-platform viewing was the star of the 2015 Radio Disney Music Awards, which increased in consumer engagement across digital, radio and social media in its second year as a televised event.

Since its 26 April premiere and pre-show on Disney Channel, and through 12 encore linear telecasts on Disney Channel and Disney XD, the music-focused special and its pre-show have reached 11.9 million total viewers, 4.2 million kids 6-11, four million tweens 9-14 and 3.2 million adults 18-49. Consumer engagement was also strong throughout the award voting process with 101 million votes tallied, an increase of 75% over last year.

The 11.9 million reach does not include the WATCH Disney Channel on-demand audience, which since the air date has attracted 129,000 unique visitors and 207,000 video starts on the TV everywhere app, which allows consumers to watch on tablets, phones, computers and set-top boxes. It also doesn't include consumers who have accessed individual musical performances on apps and YouTube.

Based on L+3 ratings for linear television alone, the awards improved Disney Channel's total viewer ratings by 11% over the past four weeks (2.10 million vs. 1.89 million).

The 2015 Radio Disney Music Awards ranked as the day's most social programme on Twitter as well (excluding sports), as 53,000 unique authors produced a unique audience of 1.5 million users, creating 6.1 million impressions, an increase of 144% compared to the previous year's telecast, according to Nielsen Social.

On the Radio Disney app, it delivered the highest day ever and a 43% increase in unique visitors, radio streams, video starts (75,000) and page views.