The great American love affair with award shows may be ending. That’s the conclusion you might draw after looking at recent television ratings for shows like the Emmys, SAG Awards, and Golden Globe awards. But what’s really at play is that, like with other forms of media, the Internet is starting to steal the show.

Rather than sitting through hours of pomp and circumstance, more American entertainment lovers seem to be heading online to get their fix. Most likely it’s because they can catch the evening’s highlights -- teary speeches, Adrien Brody’s fiery kiss, Roberto Benigni’s giddiness, Letterman’s Uma-Oprah tension, the Gold Amex dress -- on demand for their water cooler discussions.

Let’s check out the numbers. The 2008 Emmy Awards averaged 12.2 million viewers, down 6% and the lowest ratings ever for an Emmy telecast. Yet the day after the awards, 4.6 million people flocked to Yahoo! TV and generated 103 million page views (nearly doubled year over year). This year’s SAG Awards drew the smallest audience since TBS and TNT began airing them together in 2006 –- with 5.3 million viewers, down 12% from 2007. The next day, 4.1 million people flooded Yahoo! Movies for its best and worst dressed gallery and checked out 83 million pages. And although the 3-hour Golden Globes won a coveted Sunday night time slot, this year’s star-studded telecast drew the lowest ratings in 13 years –- 14.6 million viewers, down from 20 million the year before. The next day, 7.2 million people descended on omg!, taking in an average of about 40 page views per person, driven mainly by an insatiable appetite for photos.

So all is not lost -- we’re still just as obsessed with celebrities and their red carpet fashion foibles. Possibly more so than ever. But we’re just turning to a different screen to view it — during and after the show. So don’t cancel your Oscars party on Sunday. Just make sure you have a laptop next to the popcorn.

Sibyl Goldman
GM, Yahoo! Entertainment