Photo by Ethan Miller

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It appears all the hype surrounding the Billboard Music Awards paid off, as the television program received its best ratings in 13 years.

And let's be clear, folks. Aside from the fact that some people walked away with one of those odd-looking trophies, this was about ratings, ad dollars and promo—lots of promo.

Who won Top R&B Song? Not sure because there was a commercial for ABC's new singing competition Rising Star airing every 15 minutes to distract everyone from any actual awards. And that "historic" Michael Jackson hologram performance? Just some fancy marketing.

Nonetheless, while a slew of A-listers couldn't make the time to be physically present at the MGM Grand in Las Vegas, it seems millions of others tuned in anyway. According to Nielsen's overnight numbers, 10.5 million tuned in, an 11% increase from 2013.

Final numbers are expected later in the day on Monday.