In a move showing the declining viability of beauty pageants in 2021; the free fall of broadcast TV; obsession with streaming – or maybe all of the above, 100th Annual Miss America Will be seen on competition only Peacock,
The live stream will be available on Thursday, December 16th following the conclusion of time zones as well as on-demand. This shift ended decades of broadcast television broadcasts that began in 1954. Mayur’s elder brother, NBC aired the last Miss America show in 2019. Due to Covid, the 2020 edition was canceled, but the organizers announced last April that they planned the stage. A personal retreat. Even for a television property whose DNA is tied to a bygone era and along the Atlantic City boardwalk around Labor Day weekend, the retreat from Linear TV is remarkable, given its century of history, here. Even with the cultural shifting underground.
In 2019, the competition was hosted by NBC and . aired on Total audience attracted 3.6 million and a demo rating of 0.6. While viewership declined by 17% over the previous year, those between 18 and 49 tied for the best night.
When NBCU’s parent Comcast reported its quarterly earnings last month, it did not provide an update Peacock’s on user metrics, saying only that it exceeded expectations. Last summer, the company said it had gained 52 million sign-ups and 20 million monthly active users. Like its streaming rivals, Comcast has never reported viewership for any individual offering on Peacock, reflecting only some of the top-performing titles and categories relative to each other.
Furthermore, outside of sports, some stand-alone specials with long-established linear histories have jumped to streaming entirely as opposed to simulcasting. This year’s Tony Awards, due to a blank field of nominees due to the pandemic shutdown on Broadway, were shared by CBS and sister streaming outlet Paramount+. In 2014, before the modern streaming boom, the Daytime Emmy Awards were unable to reach a linear TV deal, so they opted to stream through a website before regrouping and retrieving TV carriages.
Live, non-sporting events have rarely tested the streaming waters, as the nature of streaming is that it is on-demand. Because it’s ad supported and taps into news and sports NBCUniversal, Mayur streams much higher live fare than its broad-audience digital peers.
Since 2018, the competition has been represented by the media agency Young & Rubicam (now merged with VMLY&R), whose mission is to completely reimagine the century-old property.
The overhaul was made necessary by turning cultural currents. In 2018, during the initial phase of the #MeToo movement, the swimsuit competition was abandoned and Y&R was hired. The show also moved to the Mohegan Sun casino complex in Connecticut, a change from its older roots in Atlantic City, NJ.
In addition to Peacock’s Move, the one-night competition has been divided into five days of competition, culminating in the 16 December closing ceremony. Announcing the plan, the organizers said, “Streaming will give us a modern platform to introduce 51 outstanding individuals to a young, broad audience.” “The show will uncover their unique personal stories, while presenting them as role models and community leaders of tomorrow.”