Katy Perry and Adele garnered the most moonmen statues, but the 2011 Video Music Awards took home the most viewers in MTV's history.
The Aug 28 telecast averaged 12.4 million viewers, including a 10.8 rating and 8.5 million of MTV's broad target demo of persons 12 to 34, according to Nielsen live + same-day data. Those deliveries made the 2011 VMAs from the Nokia Theater from L.A. Live in Los Angeles the top performer in the network's history among total viewers and its preferred demo group.
Measured against the 2010 VMAs, Sunday's night's award show, during which Adele and Perry both copped three VMAs, including the latter receiving the moonman for the video of the year for her Firework, was up 9% among viewers and 8% with the 12-to-34 set. Network officials said the 2011 VMAs now ranks as the No. 1 cable telecast of 2011 with the 12-to-34 demo and as the top non-sports cable telecast with total viewers.
A special encore presentation of the 2011 VMAs airs Monday Aug. 29 at 7:30 p.m. (ET/PT), followed by the premieres of new series Ridiculousness at 10 p.m., Death Valley at 10:30 p.m., and Cuff'd at 11 p.m. (ET/PT).
The VMA Pre-Show ranked as the best on record among MTV's target group and total viewers, delivering a 6.6 12-34 rating and 5.2 million of those viewers, up 13% from last year. Moreover, the pre-show attracted 7.3 million total viewers, 16% amelioration from last year.
The following are this year's VMA award winners:
VIDEO OF THE YEAR:
Katy Perry
Title: Firework
Album: Teenage Dream
Director: Dave Meyers
Label: Capitol
Production Company: Radical Media
Producers: Robert Bray, Danny Lockwood
BEST NEW ARTIST
Tyler, The Creator
Title: Yonkers
Album: Goblin
Director: Wolf Haley
Label: XL Recordings
Production Company: Happy Place
Producer: Tara Razavi
BEST MALE VIDEO
Justin Bieber
Title: U Smile
Album: My World 2.0
Director: Colin Tilley
Label: RBMG/Island Records
Production Company: Riveting Entertainment
Producer: Andrew Listermann
BEST FEMALE VIDEO
Lady Gaga
Title: Born This Way
Album: Born This Way
Director: Nick Knight, Haus of Gaga
Label: Streamline/Interscope/Konlive
Production Company: Factory Films, Ltd.
Producers: Nicole Ehrlich, Steven Johnson
BEST HIP HOP VIDEO
Nicki Minaj
Title: Super Bass
Album: Pink Friday
Director: Sanaa Hamri
Label: Young Money/Cash Money Records
Production Company: Michelle My Belle
Producers: Kimberly S. Stuckwisch, Michelle Larkin & Keith "KB" Brown
BEST POP VIDEO
Britney Spears
Title: Till The World Ends
Album: Femme Fatale
Director: Ray Kay
Label: Jive/Jive Label Group
Production Company: Rockhard Films
Producer: Clark Jackson
BEST ROCK VIDEO
Foo Fighters
Title: Walk
Album: Wasting Light
Director: Sam Jones
Label: RCA
Production Company: Black Dog Films
Producer: Jill Hardin
BEST COLLABORATION
Katy Perry feat. Kanye West
Title: E.T.
Album: Teenage Dream
Director: Floria Sigismondi
Label: Capitol
Production Company: Symphony 19
Producers: Natasha Alexsa-Garcia, Danny Lockwood
BEST VIDEO WITH A MESSAGE
Lady Gaga
Title: Born This Way
Album: Born This Way
Director: Nick Knight, Haus of Gaga
Label: Streamline/Interscope/Konlive
Production Company: Factory Films, Ltd.
Producers: Nicole Ehrlich, Steven Johnson
PROFESSIONAL CATEGORIES:
BEST CHOREOGRAPHY
Beyonce
Title: Run The World (Girls)
Album: 4
Director: Francis Lawrence
Label: Parkwood Entertainment/Columbia
Production Company: DNA
Producer: Justin Diener
Choreographer: Frank Gatson, Sheryl Murakami, Jeffrey Page
BEST EDITING
Adele
Title: Rolling In The Deep
Album: 21
Director: Sam Brown
Label: XL/Columbia
Production Company: Flynn
Producers: Hannah Chandler
Editor: Art Jones at Work
BEST SFX (SPECIAL EFFECTS)
Katy Perry feat. Kanye West
Title: E.T.
Album: Teenage Dream
Director: Floria Sigismondi
Label: Capitol
Production Company: Symphony 19
Producers: Natasha Alexsa-Garcia, Danny Lockwood
Special Effects: Jeff Dotson for Dot & Effects
BEST CINEMATOGRAPHY
Adele
Title: Rolling In The Deep
Album: 21
Director: Sam Brown
Label: XL/Columbia
Production Company: Flynn
Producers: Hannah Chandler
Cinematographer: Tom Townend
BEST ART DIRECTION
Adele
Title: Rolling In The Deep
Album: 21
Director: Sam Brown
Label: XL/Columbia
Production Company: Flynn
Producers: Hannah Chandler
Art Director: Nathan Parker
BEST DIRECTION
Adele
Title: Rolling In The Deep
Album: 21
Director: Sam Brown
Label: XL/Columbia
Production Company: Flynn
Producers: Hannah Chandler
