By Barry Janoff
June 8, 2015: There are a plethora of annual shows that dole out awards to musicians, actors, entertainers and other real and quasi-celebrities.
One of the most prestigious, and fastest-growing, is the iHeartRadio Music Awards, which during its first two years of its existence aired nationally on NBC.
Turner Broadcasting said on Monday (June 8) that the event would for the next several years, at least, be simulcast live on three of its networks via a multi-year deal signed with iHeartMedia, Inc.
The third annual iHeartRadio Music Awards will air on TBS, TNT and truTV on Sunday, April 3, 2016.
That places it in a sweet — as well as historic — viewing spot.
This coming season, the NCAA Men's Div. I Basketball Final Four will air exclusively on TBS, with the two semi-final games scheduled for April 2, followed on April 4 by the network’s first telecast of the National Championship game.
The games will be played in Houston.
The 2016 iHeartRadio Music Awards will also be broadcast live on iHeartMedia radio stations nationwide and across TBS, TNT, truTV and iHeartRadio's digital platforms.
Financial terms of the deal were not released.
The 2015 iHeartRadio Music Awards, held in the Shrine Auditorium in Los Angeles, averaged 5.2 million viewers during its three-hour broadcast on NBC, winning the time period versus CBS, Fox and ABC in adults 18-49, adults 18-34, adults 25-54 and all key adult-female demos, according to the network.
The 2015 NCAA Final Four semi-finals — the culmination of March Madness — aired across TBS, TNT and truTV, averaging 18.9 million viewers, the most for those two games in 19 years, according to Turner.
The National Championship Game on CBS, with Duke defeating Wisconsin, averaged 28.3 million viewers, the highest such total in 18 years, per the network.
With the NCAA basketball tournament already closely tied to the music industry, Turner likely will plan cross-promotions in that category in addition to multi-media marketing support, which was not detailed.
Among the music events tied to the NCAA Tournament is the March Madness Music Festival at the site of the Final Four, which includes the AT&T Block Party, the Coke Zero Countdown and the Capital One JamFest.
"The iHeartRadio Music Awards programmed between Turner’s exclusive coverage of the Final Four and National Championship games will make for an incredible weekend for sports and music fans alike," Kevin Reilly, president for TBS and TNT and chief creative officer for Turner Entertainment, said in a statement. "This multi-platform celebration will complement a spring packed with big live event music, entertainment and sports programming across our networks."
Reilly said that the iHeartRadio Music Awards also complement a growing audience among NCAA Div. I Men's Basketball Tournament viewers.
"The iHeartRadio Music Awards has quickly established itself as a unique live event — an awards show for the digital age that brings together millions of music fans globally," said Reilly.
In its first two years, iHeartRadio Music Awards lineup has included live performances and appearances by such performers as Rihanna, Iggy Azalea, Sam Smith, Lady Gaga, Taylor Swift, Madonna, Meghan Trainor, Katy Perry, Jennifer Hudson, Kelly Clarkson, Snoop Dogg, Nick Jonas, Blake Shelton, Kendrick Lamar, Pharrell, Pitbull, and Shakira.
The 2015 event generated more than 14 billion social media impressions, according to iHeartMedia.
"The iHeartRadio Music Awards is a true celebration of the music and artists we play for our 245 million monthly radio listeners across the country on our radio stations and on the iHeartRadio app," John Sykes, president for iHeartMedia Entertainment Enterprises, said in a statement. "Now that we have an established track record of success with the awards show, partnering with Turner Broadcasting allows us to extend our reach to their tens of millions of viewers on TNT, TBS and truTV, making this a massive multi-platform event."
Turner UpFront Stars Shaq, Shakespeare, Sharon
Back to Home Page