This year's MTV Video Music Awards, much like the MTV Movie Awards, boasted the show's highest viewership since 2004, according to Variety, with 8.97 million at-home watchers (26.9 million on all stations, according to Reuters).
Variety points to the Kanye West/Taylor Swift incident as a marker occasion for the evening, but others, such as the Associated Press, also point to the appearance of The Twilight Saga: New Moon's third trailer and cast members (Robert Pattinson, Kristen Stewart, Taylor Lautner, and Ashley Greene) as a source of the show's popularity.
If it's any indication, the MTV Movie Awards, according to reports, also had a record-breaking year of viewership in 2009 (its highest, also, since 2004). The Hollywood Reporter, amongst others, pointed to the release of the first trailer for The Twilight Saga: New Moon (as well as the appearance and participation of Twilight cast members such as Pattinson, Stewart, Lautner, Cam Gigandet, director Catherine Hardwicke, Greene, Kellan Lutz, Peter Facinelli, and Elizabeth Reaser) as the cause of that increase.
That said, Twilight's involvement with the VMAs probably had at least a little something to do with the increased viewership as well, don't you think?