By James Hibberd
Updated August 29, 2016 at 10:02 PM EDT
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MTV

Even with the triple punch of Beyonce, Rihanna, and Britney, this year’s MTV Video Music Awards took a serious hit in the linear ratings.

Sunday’s telecast fell to 6.5 million viewers despite Viacom pumping it across 11 cable networks (MTV, MTV2, MTV Classic, VH1, Comedy Central, Spike, TV Land, BET, CMT, Centric, and Logo) — that’s typically the sort of cross-network bombardment you only see for presidential debate, or State of the Union address.

But the telecast marked a 34 percent decline from 2015, which in turn fell 5 percent from 2014.

But online, MTV points out that clips from the show generated 62.8 million video streams, up 70 percent from last year. The show also drew 45.8 million streams on Facebook, up a huge increase of 940 percent. Only problem for MTV is that networks still earn the biggest ad dollars from linear views.

Still, in recent years the conventional wisdom has been that live events were immune to the sagging ratings of regular programming. But after NBC’s unexpected drops in Summer Olympics viewership and now this, perhaps that’s no longer the case.

Read EW’s review of the show here.

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