Much more viewers for MMVAs

The 2010 MuchMusic Video Awards become the most-watched show in the channel's history.

The 2010 MuchMusic Video Awards now rates as the most-watched program in the channel’s history, the channel reported late yesterday.

It’s the first PPM-measured MMVAs and it delivered with panache: almost one million people tuned in from 9 p.m. to 11 p.m. during the awards broadcast, and over 2.6 million people watched some part of the live broadcast. It was the most-watched program for teens across all Canadian conventional television, as well as Canadian and US speciality channels, a release stated. Even the red carpet – always entertaining at the MMVAs, as nominees one-up each other via their arrival vehicles – earned 437,000 viewers, also winning its timeslot for the teen demo. Online, the program attracted 197,000 unique visitors to, which was a 69% increase over last year’s MMVAs, the release said.

Sponsors on board for the 2010 awards included Virgin Mobile, Smarties, Stride gum, Procter & Gamble, Playtex Sport and Nokia. 

Over 10,000 screaming fans descended on Queen and John streets in Toronto for the event – which certainly gave the reported 5,100 police in Toronto for the G20 something to do – and Much is reporting the awards show even took over Twitter as all of the top-10 trending topics in Canada from 8 p.m. until 12 a.m.

Canadian band Marianas Trench arrives.

Gossip Girl’s Jessica Szohr (centre) is interviewed in the Virgin Mobile VVIP Lounge.

The Virgin Mobile VVIP Lounge, front view.