This year's Grammy Awards ceremony was all about social and political causes: The #MeToo movement was heavily represented, and a sketch featuring celebrities - including Hillary Clinton - mocking President Trump by reading passages from Michael Wolff's controversial "Fire and Fury"
Unsurprisingly, this didn't go over to well with the millions of Americans who still unequivocally support the president - and it showed in the ratings.
According to the Hollywood Reporter, the CBS telecast was down a staggering 21% from 2017 - potentially an all time low.
This mirrors the slide in NFL ratings that several surveys have attributed to players' decisions to kneel during games.
Overnight returns from Nielsen Media give it a 12.7 rating among households - marking its biggest drop since 2013, the year after audience numbers swelled as people tuned in for a tribute for the then-recently deceased Whitney Houston.
Last year, the Grammys shifted the show back to a Sunday, a decision that ultimately helped push ratings higher. But unlike the last few years, the Grammys happened relatively early in the year - the last time the awards show aired in January was during 2014.