Why Did The Victoria’s Secret Fashion Show 2018 Record Its Lowest Ever Rating?

The long-awaited Victoria’s Secret Fashion Show 2018 has generated the lowest broadcast rating ever, despite having pop singers such as Shawn Mendes and Rita Ora performing on the show.

According to data published by ShowBuzzDaily, the December 2 broadcast only managed to draw in a 0.9 rating among adults aged 18-49 and an overall of 3.27 million viewers. Oh no! The ratings are calculated based on how many people tuned in during the preliminary live and same day.

It’s a huge drop in ratings from the 2017’s show, which recorded a 1.5 rating among adults aged 18-49 and just under five million total viewers. At that time, the broadcast accounted for the lowest rating in record.

According to The Independent, the poor rating may be a result of several factors. The show was said to be in competition with NBC’s Sunday Night Football coverage after it switched its regular airing network and time from CBS on Tuesday night to ABC on Sunday night.

Besides that, the almost month-long gap between its shooting date, November 8, and its airing date, December 2, might have caused the viewers’ interest to fall as many would have already seen the photographs and videos circulating online. The gap between the shooting date and airing date for previous shows was no more than two weeks apart.

A comment made by Victoria’s Secret chief marketing officer Ed Razek about excluding plus-size and transgender models during an interview with Vogue could also have contributed to a loss of viewers. This caused online outrage from many people and even singer Halsey who performed at the show took to Instagram to share her thoughts.

 

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However, this year’s event showed some fresh addition with 18 new faces gracing the runway alongside some of the highest-paid models in the industry such as Kendall Jenner, Gigi Hadid and Bella Hadid. One model that really stood out was Winnie Harlow who made history as the first model with vitiligo to walk the Victoria’s Secret Fashion Show.

The show also featured a seventh segment for the first time and we all had the chance to see Adriana Lima walk the runway for the last time before she retires as an Angel after 20 years.

The Victoria’s Secret Fashion Show still remains an iconic event and global attraction. Let’s hope it will attract a higher rating next year!