BET BEAMS WITH BLACK EXCELLENCE DURING ITS STAR-STUDDED “52ND NAACP IMAGE AWARDS” DELIVERING 3 MILLION TOTAL VIEWERS P2+ (EDAC) ACROSS THIRTEEN VIACOMCBS NETWORKS LIVE ON SATURDAY, MARCH 27 UP +72% VS A YEAR AGO
The “52nd NAACP IMAGE AWARDS” Made Its CBS Debut And Drew 1.7 Million Total Viewers
New York, NY – March 30, 2021– The premiere of the “52nd NAACP Image Awards" on Saturday, March 27, illuminated screens with Black Excellence! The awards drew 3 MM Total Viewers P2+ (EDAC), up +72% vs a year ago, as it was simulcast LIVE across 13 ViacomCBS networks including BET, BET Her, Comedy Central, Logo, MTV, MTV2, Paramount, Pop, Smithsonian, TV Land, VH1, CMT, and for the first time ever on CBS where it garnered 1.7 Million total Viewers.* Jam-packed with buzzworthy moments the “52nd NAACP Image Awards" secured the #1 spot as the most social primetime program on cable this March, excluding sports (1/1/21-3/28/21).**
Fans across the world were immersed on multiple screens as the awards generated over 4.1M social interactions, charting triple digit gains +166% Year-Over-Year (4.1M vs 1.5M) across Instagram, Facebook and Twitter.** The telecast delivered the #1 Most Social video views among Cable TV programs on Saturday (3/27/21) with 1.7M views.** Additionally, the program had the most Twitter video views across all non-sporting programs with an increase of +114% Year-Over-Year.** To date, there have been over 11M total social streams for the “52nd NAACP Image Awards." **
Hosted by six-time “NAACP Image Awards" winner, Anthony Anderson, celebrates and honors the accomplishments of people of color in the fields of television, music, literature, and film and also recognizes individuals or groups who promote social justice through creative endeavors. This year’s “NAACP Image Awards” featured appearances by President Joe Biden, Vice President Kamala Harris, D-NICE, Viola Davis, Regé-Jean Page, Issa Rae, Stacey Abrams, Will Smith, Martin Lawrence, Arsenio Hall, Alicia Keys, Andra Day, Arsenio Hall, Cynthia Erivo, Lin-Manuel Miranda, Michelle Obama, Misty Copeland, Regina King, Samuel L. Jackson, the cast of Tyler Perry's Sistas, Swizz Beatz, Tracy Morgan, and performances by Jazmine Sullivan and Maxwell. Additional guest appearances included MC Lyte who served as the night’s Voice Over announcer.
The late Chadwick Boseman won the award for Outstanding Actor in a Motion Picture – “Ma Rainey's Black Bottom.” Chadwick’s wife, Taylor Simone Ledward, accepted the award in his honor. During the ceremony, legendary entertainer, film icon and two-time Image Award recipient Eddie Murphy was inducted into the acclaimed NAACP Image Awards Hall Of Fame.
NAACP President and CEO, Derrick Johnson, presented NBA superstar, business entrepreneur, and philanthropist, LeBron James, with the President’s Award in recognition of Jame’s achievement and distinguished public service.
Civil Rights Movement Icon, Rev. D. James Lawson, was recognized with the NAACP Chairman’s Award during the ceremony. In his acceptance speech, he recalled a time in High School in 1944, where he went door-to-door soliciting memberships for his local NAACP chapter in Ohio.
Fans can catch additional airings of the “52nd NAACP Image Awards" on Wednesday, March 31 at 7 PM ET/PT on BET.
The 52nd NAACP Image Awards is presented by Wells Fargo, and sponsored by AT&T, FedEx, Nike, Bank of America, American Airlines, Airbnb, Alaska Airlines, AARP, Ford, and Hilton.
The LIVE show followed the week-long NAACP Image Awards Virtual Experience, which invited fans to join the Image Awards in a celebration of “Black Excellence”-including the non-televised awards program, virtual red carpet, and a curated conversation series. Fans can relive all of the Image Awards moments from the week in the Virtual Experience’s NAACP Theatre at virtualexperience.naacpimageawards.net.
For all information and the latest news, please follow NAACP Image Awards on Instagram @NAACPImageAwards.
For select photos from the show click on the following link: 52nd NAACP Image Awards Show Images
The “52nd NAACP Image Awards" is produced by Hudlin Entertainment and The Gurin Company. Executive Producers Reggie Hudlin and Phil Gurin, Co-Executive Producer Byron Phillips, and Producer Robin Reinhardt.
*Source: Nielsen (Live+SD) Avg Impressions (in reference to simulcast, cumulative sum of avg imps)
**Source: Nielsen Social Content Ratings, linear program-level total interactions, *non-sports programming, 3/27/21; Sprinklr, YouTube Analytics, Instagram, Conviva, ListenFirst, 2/2/21-3/29/21 as of 10:00AM ET.
Founded in 1909 in response to the ongoing violence against Black people around the country, the NAACP (National Association for the Advancement of Colored People) is the largest and most pre-eminent civil rights organization in the nation. We have over 2,200 units and branches across the nation, along with well over 2M activists. Our mission is to secure the political, educational, social, and economic equality of rights in order to eliminate race-based discrimination and ensure the health and well-being of all persons.
In media attributions, please refer to us as the NAACP.
NOTE: The Legal Defense Fund – also referred to as the NAACP-LDF was founded in 1940 as a part of the NAACP but separated in 1957 to become a completely separate entity. It is recognized as the nation’s first civil and human rights law organization, and shares our commitment to equal rights.
BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET+, the preeminent streaming service for the Black audience; BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.
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NAACP Image Awards Media Contacts:
Sunshine Sachs | [email protected]
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