TV viewership down, social media up for VMSs

NEW YORK (AP) — If Taylor Swift, Missy Elliott and a 1990s rap reunion couldn’t halt the shrinkage of MTV’s television audience for its Video Music Awards, perhaps nothing can.
Monday’s show was seen by 4.9 million viewers across 12 different Viacom-owned networks. The Nielsen company says that’s down from last year’s audience of 5.2 million. The annual event has been slipping steadily in television viewers since reaching 10.3 million people in 2014.
But MTV s