- Twitter reported that Miley Cyrus' overtly sexual MTV Video Music Awards performance with Robin Thicke inspired 306,000 mentions per minute during the set; this beat out the previous record holder, Beyonce's Superbowl halftime show earlier this year.
- Cyrus' outrageous performance was seen by 10.1 million viewers, up 47% from 2012; the show drew a 7.8 rating among MTV's target demographic, 12-34-year-olds.
- It was a record breaking year for MTV in ad partnerships as well; Pepsi, Wrigley, Degree, Cover Girl, Microsoft, Pop Tarts, Time Warner Cable, Taco Bell and more signed up to sponsor the show and preshow performances.
From the article:
"MTV also broke a social media record while they were at it—during the Cyrus/Thicke performance, Twitter clocked 306,000 Miley/Robin-related tweets per minute, passing the previous Twittered TV record holder, Beyoncé Knowles, for her half-time show at the Super Bowl. It's not exactly against Twitter's interests to publicize those figures, of course. The microblogging service inked a hefty partnership with MTV to use its Amplify promotion tool, so if you were seeing a whole lot of twerking tweets in your feed, it wasn't necessarily because all your friends were watching the VMAs."