MTV is the definitive youth culture brand. Our legacy,
creativity and pioneering vision have given us an unrivalled
relationship with this most fickle and elusive demographic.
We’re a constant window and a mirror of our audience’s lives,
and we’re everywhere they consume media. The deep bond
between MTV and young people provides advertisers an invaluable connection to an invaluable demo. And through our
cross-platform opportunities and integrated marketing capabilities, we create engaging content that resonates. Because
while the way young people consume media is ever-chang-ing, one thing stays true: They still want their MTV.
THE TRUTH ABOUT YOUTH Millennials are the new
MTV Generation. The first thing to know about this mighty
demo is there are a lot of them: 83 million in the U.S. 1—half
of whom are already in the workforce. 2 At first glance, they’re
a grab bag of contradictions. They’re aware of the challenges
ahead and yet optimistic about reaching their life goals.
They’re civic-minded, yet self-directed. They’re young, but
they’re focused on family (one-third of 18-to-29-year-olds
are already parents). 3 And they spend. A lot. Millennials have
a purchasing power of $467 billion4 and influence another
$300 billion to $400 billion in family purchases. 5 They’re also
expected to make up almost 20 percent of the car buying
market by 2013.6
IT’S NOT SO LONELY AT THE TOP So where is the best
place to find this incredibly valuable demographic? At MTV.
We have the strongest concentration of viewers 12 to 34 in
television (72 percent of our audience). In the first quarter,
this powerful demo fueled our phenomenal double-digit ratings growth year over year, making us the No. 1 full-day, ad-supported cable network, with three of the top five original
cable series among viewers 12 to 34 (“Jersey Shore,” “Teen
Mom” and “ 16 and Pregnant”). 7
MORE WHERE THAT CAME FROM While all those ac-
complishments are great, it’s nonstop innovation that matters
most with our audience. The first quarter was just the begin-
ning of a whole new MTV. We kicked off a huge 2010, thanks
to an inspired slate of fresh new shows and great new talent.
From original scripted comedies to brand new reality shows
and docudramas, we’re pushing the envelope with authentic
and distinct voices that are expressing themselves throughout
the MTV universe.
Double-digit growth in first quarter 2010 and more top series than
any other cable network with people 12 to 347: ; No. 1 full-day, ad-supported cable network among people 12 to 34 ; Three of the top five original cable series among people 12 to 34:
No. 1 “Jersey Shore,” No. 4 “Teen Mom,” No. 5 “ 16 and Pregnant” ; Highest-rated quarter in a year and a half
NEW ORIGINAL SCRIPTED COMEDY
THE HARD TIMES OF RJ BERGER: This sharply written new coming-of-age comedy depicts the hilariously hellish life of an underdog high-school sophomore who just happens to have a significant anatomical gift. (Told through live action and groundbreaking animation; created by David Katzenberg and Seth Grahame-Smith.)
; 25 million monthly unique visitors to mtv.com in first quarter
2010, up double-digits vs. 20098 ; More streams in March 2010 than myspace.com, Google Video,
Yahoo! Music, AOL Music and MSN Entertainment9 ; No. 1 provider/distributor of mobile video worldwide ; Ranked No. 4 Most Social Brand by Vitrue10 ; 6. 8 million Facebook fans, up 40 percent from fourth quarter
200911 ; More than 600,000 Twitter followers12
WARREN THE APE: A parody of celebrity reality shows, “Warren the Ape” follows the trials and tribulations of a D-grade Hollywood
puppet as he attempts a desperate comeback with the help of his therapist, Dr. Drew Pinsky. (Created by Sean Baker, Spencer Chinoy and
POWERFUL NEW SERIES
THE WORLD OF JENKS: The brainchild of award-winning documentary filmmaker Andrew Jenks, this new MTV “docuseries” follows
Jenks as he immerses himself in the life of a complete stranger in each episode—from music’s toughest rapper to a homeless teen—
drawing viewers deeply into these slices of American life.
IF YOU REALLY KNEW ME: Each episode of this new reality series follows five different high-school students as they attempt to
break down barriers between cliques, confront prejudice and transform the way others see them as well as the way they see the world
around them. An authentic peek into the minds of real teenagers as they open up for the first time.
SVP-Sales & Integrated Marketing
Sources: 1Based on U.S. Census Bureau data for population born between 1981-2000, from “Monthly Resident Population Estimates by Age, Sex, Race and Hispanic Origin for the United States: April 1, 2000-July 1, 2008” (
released May 14, 2009). 2“Millennials Are Here,” Forrester, 2009. 3PEW Research, Millennials: A Portrait of Generation Next, February, 2010. 4TRU 2009; reflects projected purchasing power for 2009. 5American Demographics.
6AutoPacific, Jan. 7, 2009. 7Nielsen Co. 8Omniture Site Catalyst. 9Nielsen Video Census, March 2010. 10Vitrue.com, “Top Social Brands of 2009,” 4/1/2010. 11Facebook 1/1/2010-3/31/2010 MTV Show and brand pages U.S. only.
12Twitter.com as of 4/1/2010 (aggregate of MTV’s official Twitter handles).