First published on www.nielsen.com
From an extravagant and colorful performance of Disney’s Aladdin to the simple yet soul-touching beauty of songwriting-legend Carole King’s music, this year’s Tony Awards had something for everyone. Music met theater on the stage Sunday night and an average of seven million people watched as Broadway’s best gathered at Radio City Music Hall in New York City to celebrate, give awards and perform everyone’s favorites well into the night.
But taking home a trophy isn’t the only way to win at the Tony Awards. Music legend and Tonys guest performer Carole King saw sales from across her catalog of work jump in the week before the awards. Sales of her most popular album Tapestry experienced a significant lift of over 34 percent during the week leading up to the awards, and on-demand streams of her song “It’s Too Late” increased by a massive 168 percent the week leading up to the awards and could continue to grow following her performance during the event. And she wasn’t alone. Many of the nominees also saw sales increases in soundtracks, albums and other entertainment before and after Sunday night’s awards were doled out.