Chevy, L'Oreal Win With Grammys

Awards Show Draws Almost 20 Million, Most Since 2004

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NEW YORK ( -- Along with the Dixie Chicks and John Mayer, marketers Chevrolet and L'Oreal also went home Grammy winners Sunday night. The automaker and the cosmetics giant sponsored the most-watched Grammy Awards since 2004.
The Dixie Chicks weren't the only Grammy winners.
The Dixie Chicks weren't the only Grammy winners. Credit: AP

CBS's broadcast of the Grammy Awards drew almost 20 million viewers, garnering a 12.1 rating and a 19 share, according to Nielsen Media Research live-plus-same-day figures. The audience number was up from 2006 and 2005 but below 2004, when Outkast and Coldplay took top honors at the event, which drew 26 million viewers.

Move to Sunday
A move to Sunday night from last year's Wednesday-night airing boosted the broadcast. The 2006 Grammy show did battle with the all-powerful "American Idol" and came away with its lowest viewership ever, a mere 17 million.

Chevrolet ran a spot that first aired during the Super Bowl and features young drivers singing songs that mention Chevy. The spot, from Campbell Ewald, was called "Mash Up." Actress Penelope Cruz touted L'Oreal's "telescopic mascara."

While the price of a 30-second commercial during this year's awards is not yet available, Nielsen said last year's Grammy spots went for $675,900, a dip from the previous year, reflecting lower viewership during the 2005 awards show.

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Grammy audience and price per 30-second spot
2007: 20 million/not yet available
2006: 17 million/$675,900
2005: 18 million/$703,900
2004: 26 million/$654,600
2003: 24 million/$610,300
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