The BBC Music Awards 2016, even with added Claudia Winkleman, didn't make headway in audience terms. Overnight figures gave the Excel live show an average audience of 2.2m (10.4% share) for the ninety-minutes from 8.30pm.
That compares with 2.5m average over two hours last year, and a share of 12.8%. 2014, the first year, attracted 3.9m (18.3%).
Daniel Gumble, in Music Week, opined that "a little edge wouldn’t go amiss. While the performances were all solid enough, the line-up felt a little safe, as did the nominees themselves. In a year that has been championed as a breakthrough year for grime, the absence of any artists from the genre across all five awards categories and the performance bill was glaring."
"Ultimately, the BBC Music Awards needs to figure out who its audience is and what it wants to be – all-out pop festival or contemporary, relevant awards show. At the moment, it’s aiming for two targets and failing to connect with either."