‘Toby Keith: American Icon’ Dubbed A Ratings Success For NBC

Star-studded finale for Toby Keith: American Icon. Photo: Chris Hollo for Universal Music Group

Toby Keith: American Icon was a primetime ratings success when it aired on NBC a few weeks back.

The two-hour special drew 4.7 million viewers from its telecast on Aug. 28 and an additional airing on Peacock the next day. It was NBC’s most-watched primetime entertainment special in 2024, and places in the top 10 across all of broadcast.

The show was also the top-rated program on Aug. 28 among all broadcast competition in total viewers, and grew 10% from its America’s Got Talent lead-in.

Filmed at Nashville’s Bridgestone Arena, the show included performances by Trace Adkins, Luke Bryan, Eric Church, Jordan Davis, Scotty Emerick, Brantley Gilbert, Riley Green, Hardy, Tyler Hubbard, Jamey Johnson, Ella Langley, Ashley McBryde, Jelly Roll, Darius Rucker, Carrie Underwood, Lainey Wilson and more, plus a special performance by Keith’s daughter, Krystal.

The show and special were packaged by UTA, Keith’s longtime agency partner.

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Lorie Hollabaugh

Hollabaugh, a staff writer at MusicRow magazine, has over 20 years of music business experience and has written for publications including American Profile, CMA Close Up, Nashville Arts And Entertainment, The Boot and Country Weekly. She has a Broadcast Journalism and Speech Communication degree from Texas Christian University, (go Horned Frogs), and welcomes your feedback or story ideas at lhollabaugh@musicrow.com.

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