After last year's drastic dip in viewership, MTV's Video Music Awards are relevant again, and not just for bringing "twerking" into the national conversation.
Sunday's live VMA telecast attracted 10.1 million viewers this year, up 66 percent from 2012's show, though still short of the 2011 record of 12.4 million viewers.
The major uptick is not owed to Miley Cyrus's twerking alone. Last year ratings were lower in part because the VMAs took place on Thursday and were competing against the Democratic National Convention (MTV also started the show an hour earlier, so as to not conflict with President Obama's speech).
This year's broadcast is also currently the no. 1 cable entertainment telecast of the year among the P12-34 rating, MTV's key demographic. The MTV press release announcing the rating also brags the show broke records on MTV's digital platforms as well.
Miley Cyrus does deserve some credit for making this year's VMAs a success on social media. According to Twitter, the East Coast telecast of her performance stirred a record 306,100 tweets per minute, beating the previous tweet-per-minute record during Beyonce's Super Bowl performance earlier this year.