This 2011 Europe Music Awards attracted more than 360,000 viewers in the UK, its biggest UK audience yet! The UK website attracted nearly 500,000 page views, up 530% year-on-year and supporting mobile and tablet app downloads were up 159% year-on-year.
In a recent article for The Guardian Gary Ellis, vice president of international digital media at Viacom International Media Networks, says that this year’s event aimed to make more of an impact globally, through its use of social media and apps, and new categories like Best Worldwide Act and Biggest Fans.
“We wanted to tap into the global nature of digital media and expand the remit of the awards, and that worked out very well,” he says. “We had 158 million votes this year, up 236% compared to last year, and a lot of that was driven by those new categories, although we saw increases across the board.”