VMA Ratings Plummet...

Broadcasting & Cabel:

The downward spiral of the MTV Video Music Awards' TV performance continued Thursday night as the ceremony's audience plunged from last year and VMA fans headed online.

The show, once a ratings juggernaut for MTV, pulled in an average of just 5.77 million total viewers over its three hour telecast starting at 8 p.m., down 28% from the 8 million viewers it averaged last year, according to preliminary data from Nielsen Media Research. Just two years ago, the show brought in nearly double last night's audience-10.3 million viewers.

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