With Pattinson and his Twilight mates heaped with buckets of ceremonial popcorn at Sunday's MTV Movie Awards, the show, which also featured the debut of teaser trailer for the vampire gang's upcoming New Moon, scored a whopping 76 percent more viewers than last year.
Its average audience of 5.3 million was the show's biggest since 2004.
This is the second awards show this year in which a little bit of Pattinson has helped produce a whole lot of ratings. February's Oscars, featuring Pattinson on presenting duty, saw its numbers zoom among teens and kids.
Sacha Baron Cohen's Brüno's fall into Eminem's lap, meanwhile, would like to think it aided the MTV Movie Awards' cause, too. According to MTV, the incident was its site's most-watched award clip at one point today—drawing even more traffic than the New Moon trailer.
If such a thing is possible.