NBC's Thursday-night powerhouse lineup fell victim to the MTV Video Awards, which won the night in key youth demographics, according to Nielsen Research.

The awards show posted an average 4.7 rating and a 13 share in adults 18-49, while NBC scored a 4.3/13 average. The MTV show also won among adults 18-34 and teens.

Nevertheless, the awards telecast was no match for ABC's Who Wants to Be a Millionaire, which continued to show unassailable strength. Indeed, Millionaire's draw was probably responsible for a 23-percent decline in the awards show's audience from last year among households and 15 percent among 18-49-year-olds.

Source: Studio Briefing