We’re betting that it was the first time the Academy Awards opened with a media buying joke.

‘Anne, I must say you look so beautiful and so hip,’ James Franco said as he and co-host Anne Hathaway took the stage.

‘Thank you, James,’ Hathaway said in reply. ‘You look very appealing to a younger demographic as well!’

Did it work? CTV’s broadcast of the 83rd Academy Awards saw a slight boost in its younger demos, with a 6% increase in adults 18 to 34 (1.36 million) and adults 18 to 49 (2.7 million).

Overall, according to overnight data from BBM Canada, 6.1 million Canadians watched the broadcast. That’s a 4% bump over last year’s overnight data, but once the final numbers were in, overall viewership was recorded at 6.2 million.

In the US, overnight data revealed a 9% dip in viewership for ABC’s broadcast of the award ceremonies.

It’s the second most-watched broadcast of the year for CTV, which saw 6.53 million tune in to its Super Bowl broadcast.

CTV’s pre-show, ETalk At The Oscars, earned one million viewers on CTV, A and CP24.

On the Friday prior to the awards, CTV released a statement that it had sold out inventory for the show and was reporting double-digit revenue increases over last year’s broadcast.