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January 07, 2008

MTV gets more aggressive with ad programming, branded entertainment...

AdAge | Read Full Story >

Nielsen’s commercial ratings currency—which counts how many viewers stay tuned during the ad breaks rather than how many watch the programs—wasn’t exactly kind to MTV, which lost an average of 13% to 15% of viewers during ad breaks, while most broadcast networks were able to keep losses between 8% and 10%.

MTV delayed adopting the commercial metric this fall but soon will begin to sell using the tougher ratings. And it will count on its earlier branded-entertainment efforts—from product integration (Herbal Essences’ trip to the Video Music Awards) to multi-episode commercials within ad breaks (American Eagle’s “It’s A Mall World”) to an entire series produced around a brand (Unilever’s “Gamekillers” for Axe body spray)—to persuade marketers to stick around.


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#1 McKillaDaNilla says:

They lose 15% of the audience because the breaks are twice as long as breaks on other broadcast networks. MTV is prolly the worst station you can watch if you want to see entertainment programming simply because the ads go on forever and ever.


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