American Music Awards hits ratings low, despite Bieber fever

Reuters Middle East

LOS ANGELES, Nov 19 (Reuters) - The American Music Awards

pulled in its lowest ever TV audience on Sunday, despite the

presence of teen heart-throb Justin Bieber and Korean "Gangnam

Style" sensation Psy.

According to ratings data issued on Monday, Sunday's

ceremony and performance show broadcast live on Walt Disney Co's

ABC television was watched by an average 9.5 million

viewers - down from 12 million in 2011.

The annual show also dropped 21 percent of its viewers

compared to last year in the key 18-49 demographic most prized

by advertisers.

The American Music Awards was up against stiff competition

this year from football, but ABC said the telecast was the top

TV show of the night with women and teens.

But big stars like Katy Perry, Rihanna, Adele and Beyonce

did not turn up for the show as it celebrated its 40th

anniversary as an alternative to the Grammys.

Bieber, 18, was the top draw on Sunday, winning three awards

including artist of the year and performing live twice.

Korean Internet phenomenon Psy closed out the three hour

ceremony with a rousing performance of his No.1 hit single

"Gangnam Style", joined on stage with MC Hammer, one of the

pioneering rappers from the 1980s.

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