Tony Awards Viewership Increases to 4.3 Million

The CBS telecast of the Tony Awards drew 4.3 million viewers on Sunday night, the second consecutive year that the broadcast has seen a bump in the ratings, according to Nielsen.

The modest increase in viewership at a moment where people are fleeing broadcast television qualifies as a win these days. And the fact that the Tonys gained audience share is part of a trend where award shows have stopped the bleeding after years of steep losses. This year’s Oscars and Grammy Awards both increased their viewership, too.

Still, for the Tonys, which is a relatively niche ceremony compared to more popular awards shows, Sunday’s ratings represent the third-lowest viewership total since records have been kept. Last year’s ceremony drew 3.9 million viewers.

The fact that the Tonys happened at all took no small effort. Just a month ago, the televised ceremony was in jeopardy after the union representing thousands of striking movie and television writers — who have been on strike against the major Hollywood studios since May 2, arguing that their wages have stagnated despite the streaming production boom — threatened to picket the event.

The writers have deployed aggressive tactics to hurt the studios during the strike, and a live event broadcast on CBS was lining up to be a good target. (The writers had already successfully disrupted the MTV Movie & TV Awards last month, which prompted the cancellation of the live ceremony; MTV and CBS share the same corporate parent, Paramount.)

But a group of playwrights lobbied leaders of the Writers Guild of America, the union representing the writers, arguing that the cancellation of the event would hurt the theater industry more than it would hurt CBS. The Tony Awards represent a vital marketing tool for Broadway as it still makes its slow recovery out of the pandemic. Given the relatively low viewership of the Tonys, the show has always been more of a prestige play for CBS than a profit machine.