Taylor Swift’s Speak Now television special aired on Thanksgiving night (11/25), drawing 4.4 million viewers to NBC during the 8 PM/ET block (according to Zap2it.com). It came in fourth place among the major networks, with first going to Fox’s NFL game, which ran-over into the 8 PM time slot.
Swift’s hour-long special was built around live performance segments staged in grand style. Her unlikely venues included Central Park, a New York rooftop, and a surprise performance from the top of her tour bus on Hollywood Boulevard. Interspersed into the special were clips about making her latest album, such as working in the studio with producer Nathan Chapman, and Swift writing songs at home. The television show, produced by Swift and Todd Cassetty Welding Service, also highlighted the launch of her new album, including a fan-filled airline flight where passengers enjoyed a Q-and-A with the star.
Also offering a Thanksgiving night television special was r&b/pop superstar Beyonce. And while examining these female singers is hardly an apples-to-apples comparison, they will both be vying for some of the same dollars at cash registers this holiday season. Beyonce’s 90-minute special focused on her major world tour, revolving around concert footage showcasing her excellent dance moves, and outrageous and revealing wardrobe. Beyonce has a deeper catalog of hits to draw from than Swift, since her career dates back to her days in Destiny’s Child. Starting in the 9 PM/ET time block ABC’s Beyonce: I Am… World Tour came in fourth place with 3.5 million viewers, and moved to second with 4.4 million at the 10 PM hour.