Cable's Live Events Are Paying Off Big-Time This Summer

Cramming in sponsors

If you were teetering over the Grand Canyon, grinding your butt on Robin Thicke or just dueting with Charlie Wilson, you were everywhere advertisers wanted to be this summer. Event programming made a bigger splash than usual in the summer of 2013, thanks in part to a resurgence at Viacom’s networks for their awards shows and an inventive stunt by Nik Wallenda on Discovery Channel.

Driven in part by an ’NSync reunion and the antics of Miley Cyrus, the 2013 MTV Video Music Awards got a 47 percent boost in the 12-34 demo (7.8),

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