Gregg Donovan is holding a sign in support of the “Time’s Up Globes” movement outside the Beverly Hilton Hotel where the Golden Globes will take place on February 28, 2021 in Beverly Hills, California.
VALERIE MACON | AFP | Getty images
Not even Tina Fey and Amy Poehler could save Sunday’s Golden Globes from sour ratings.
On Tuesday, Nielsen data revealed that the Hollywood Foreign Press Association’s 78th annual awards show had attracted just 6.9 million viewers, a 63% drop from the 18.4 million tuned into the 2020 broadcast.
The last time the ceremony attracted such a lukewarm audience was in 2008 when the show turned into a press conference due to the writers’ strike. About 6 million people tuned in to that broadcast. However, the least viewed Globes were back in 1995 when only 3.6 million people watched the program.
Sunday’s broadcast was marred by technical issues and overshadowed by a scandal as the HFPA came under heavy fire for the lack of black voters and persistent reports of internal corruption. Fey, Poehler and a number of award winners used their airtime to bomb the organization, leading to an uncomfortable night of mock celebrations.
The ceremony received a score of 1.5 among adults aged 18-49, a drastic drop of 68% from last year’s show, which previously held the record for the all-time lowest score for that major audience.
NBC, which struck a $ 60 million a year deal with the HFPA in 2018 for exclusive rights to the broadcast for eight years, may reconsider the value of the ceremony.
While the HFPA used Sunday’s show to issue a statement about their plans to include more black journalists and other minority reporters in its organization in the future, many felt the apology fell flat. The organization has faced multiple scandals and its reputation has been tarnished in the eyes of Hollywood’s elite and audiences around the world.
Still, the ceremony and awards remain coveted by the film and television industry. Nominations and wins, even from an organization like the HFPA, are still marketing opportunities for studios and celebrities. Note how often the words “Golden Globe Winner” or “Golden Globe Nominated” are used in trailers and other promotional material.
Disclosure: Comcast is the parent company of NBCUniversal and CNBC.