NEW YORK (Billboard) - Britney Spears' new single, "Gimme More," came roaring out of the gates on CHR (contemporary hit radio)/top 40 radio, debuting at No. 25 on Billboard sister publication Radio & Records' format chart for the week ending September 2 and endowing Spears with the second-best start of her career. But that was before MTV's Video Music Awards (VMAs).
"Gimme" scored Most Increased Plays on the format during its first week out, racking up 1,062 spins. Day by day, the song climbed from 225 plays on CHR/top 40 on September 5 to 269 on September 7.
Then came Spears' awkward and generally panned performance September 9 on the VMAs. The following day, "Gimme" got a jolt, jumping to 336 spins as talk of Spears' VMAs showing made the water cooler rounds. But on September 11, "Gimme" took its first spill on radio, falling to 331 spins.
Will Spears' VMAs rendition ultimately undermine any momentum that her first single in three years was building?
A Zomba label rep said radio is getting both negative and positive calls about the song since the telecast, but some programmers expect the latter won't last.
"After the hilarious performance at the VMAs, there has been even more buzz about the song," KRQQ Tucson, Ariz., DJ Seth O'Brien said. "But I think this performance will be the running joke of Britney's attempt at a comeback. I bet we will see a drop in interest (in "Gimme") after a few days."