This network knew ratings would be garbage for this annual show.

They did a little here and there to make it even more painful to watch, because they want to renegotiate their deal with the organization and their production company and get a much lower price.

The Golden Globes

NBC

The Golden Globes Ratings Were a Disaster of Epic Proportions

With few stars and even fewer blockbuster nominees, America pretty much ignored Sunday night’s Golden Globes broadcast. Per Nielsen, an not-so-nice average audience of just 6.9 million watched Tina Fey and Amy Poehler host the bicoastal proceedings on NBC, barely one-third the size of 2020’s viewership (18.3 million) and by far the least-watched ceremony in modern Globes history. The demo ratings were even worse, with the three-hour Zoomathon notching a 1.5 rating with adults under 50, a 68 percent decline from a year ago (4.7). While award-show ratings have taken a beating during COVID, no major event has collapsed so quickly or on a scale similar to Sunday’s swan dive. And, yes, CBS and ABC probably have good reason to be nervous about the prospects for the upcoming Grammy and Oscar telecasts.

There simply is no sugarcoating how awful these numbers are. While the Globes did manage to outdraw last fall’s pandemic Emmys, it wasn’t by much: TV’s top honors drew just 6.1 million viewers on ABC last September, also a record low for that show. But the Emmys fell a much more modest 11 percent from its pre-COVID audience, and in most recent years, the Globes have delivered anywhere from two to three times as many viewers as the Emmys. What’s more, while the Emmys rotate among the four major networks, NBC pays a massive premium for Globes exclusivity. In 2018, Variety reported the Peacock agreed to pay $60 million per year for the Globes as part of a long-term licensing deal; by contrast, most reports have pegged the fee networks pay for the Emmys at closer to $10 million per year. – Source

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