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Madoka Magica and Steins;Gate went head-to-head in numerous categories in the 2011 AS Choice Awards, and some of the vote battles between them went right down to the wire. There was nothing quite like that this year. 2011 also had Fate/Zero, AnoHana, and Mawaru Penguin Drum. This brought in a lot of diverse voters.
Fate/Zero was really the only Madoka Magica/Steins;Gate-esque show for 2012, in that it was both heavily hyped and also very well-received. Chihayafuru was very well-received and is an excellent show, but it doesn't have the same hype of these other anime shows (which is why it's very impressive it won TV Series of 2012). So I do think that accounts at least some for the drop-off in voters from last year to this year.
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