The Brit Awards 2012 on Tuesday had the highest TV ratings the show has had since 2005, attracting 6.2 million viewers in a country with 63 million people. Traffic to its official website was more impressive, however, doubling that of the corresponding day of the 2011 awards. Additionally, the average time spent on the site went up by about 50 percent.

There’s nothing in the U.S. quite like the Brit Awards, which recognizes the best of the year’s music from a U.K. point of view. The annual event incorporates a touch of iconoclasm, revels in a whiff of indie spirit, and has quickly embraced the role of digital in the music industry landscape.

This is the first year the online element was handled by content creation agency Somethin’ Else, which redesigned the site, developed the content strategy and production, and managed the social media accounts.

“When we started running the site and social media, we wanted to give the Brits a digital personality and make it the center of the online conversation around the awards,” said Michelle Feuerlicht, executive producer at Somethin’ Else. “We’re delighted to see this strategy has paid off, with a doubling of daily traffic to the site and social media accounts year-on-year.”

Also new this year was the first-ever Brit Awards iPhone app, which features news updates, competitions, images, social network integration, and allowed people to vote directly for the three award categories voted for by the public: British Single, British Group and British Breakthrough Act. This naturally led to hordes of fans campaigning for their favorites.

The free app was produced by digital development company Noise Inc. and sponsored by MasterCard, and it also offered users the ability to start purchasing live tracks performed during the event almost immediately after the show ended. The Brit Awards said more will be added over time, but six already are up: Coldplay, “Charlie Brown”; Florence & the Machine, “No Light, No Light”; Olly Murs, “Heart Skips a Groove” featuring Rizzle Kicks; and three from Blur (pictured), “Girls & Boys,” “Song 2” and “Parklife.” Blur was honored with the Brits 2012 Outstanding Contribution to Music Award.

Shaun Springer, head of Brand and Sponsorship at MasterCard UK & Ireland, said, “At MasterCard, we’re always looking for innovative new ways to enable ‘Priceless’ experiences for fans. This is a great opportunity for us to work with our long-standing partners at the Brits to drive MasterCard’s social media platform and deepen our engagement with music.” MasterCard has sponsored the Brits for 14 years.

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A full list of the winners can be seen here.

Results of the three awards voted on by the public are:

British Breakthrough Act

WINNER: Ed Sheeran


Anna Calvi

Emeli Sandé

Jessie J

The Vaccines

British Group

WINNER: Coldplay


Arctic Monkeys

Chase & Status



British Single

WINNER: One Direction – What Makes You Beautiful


Adele – Someone Like You

Ed Sheeran – The A Team

Example – Changed The Way You Kissed Me

Jessie J ft Bob – Price Tag

JLS ft. Dev – She Makes Me Wanna

Military Wives/Gareth Malone – Wherever You Are

Olly Murs ft. Rizzle Kicks – Heart Skips A Beat

Pixie Lott – All About Tonight

The Wanted – Glad You Came