Headlines
MTV took a risk in choosing a relative unknown—British comedian Russell Brand—to host the 2008 installment of the Video Music Awards, the network’s premiere annual awards special.
MTV 2008 Video Music Awards host Russell BrandNow the risk appears to have paid off, as the 2008 VMAs delivered significant improvements over last year’s show in the 12–34 demo MTV targets.
According to Cable Fast National data, the 2008 installment of the VMAs delivered a 7.4 18–34 rating for the network, a 15% increase over 2007 and 41% increase over 2006.
The show was the highest-rated telecast on all of cable in the 12–34 demo this year.
When the simulcast on MTV2 is taken into account, the VMAs delivered an 8.1 grossed rating in the demo across the two networks.
All told and across the two networks during its time period, the 2008 VMAs reached more than 23 million viewers two-plus, with more than 12 million 12–34.

Post a comment
Previous comments include
Boring Politics and Boring Summer = Opportunity.
Marketing 101
Meanwhile, the truth is, what saved the VMA's for 2008 was not the music, but the refreshing host - MTV 2008 Video Music Awards host Russell Brand.
Hey, is that a promise ring on your finger?
Puh-leeze!!!!
DMGTH!
http://www.myspace.com/ronwilesmusicshow
* PS - Haters, BRING IT ON!
Being that this "award" show is called the "VIDEO Music Awards", and that MTV hasn't shown a video in the last 20 years shows that the collective stupidity of the audience in question is surpassed ONLY by their intellectual immaturity.
Maybe these people should be all taken someplace and be forced to watch The History Channel in hopes that maybe they'll actually not only learn something productive, but they'll also be able to find their own country on a map because it's a fact that right now they can't and this is AFTER high school graduation.
But hey, they sure can tell you what Britney Lohan shoved into any number of their own body orifices last week and we all know how important that is in the day to day of life, right?
Haters my ass. You should be utterly embarrassed by your comments RWMS. Didn't you read the demographics? 12 to 34!?! That should have read 12 to 13, because that's the relative I.Q. level that the channel panders to. Anyone who's over the age of 13, let alone 34 years old and admits to watching MTV without being drunk or on drugs is in need of some serious mental help.
But then again, that's just my opinion and everyone has a right to be, well, never mind. I just won't go there and lower myself to that level.
MTV2 draws a .6 rating? amazing!
It's kinda hard to claim that their HOST correlates to their rating boost. After all, most people choose to watch a program based on potential content... this being the music videos themselves.... Russell Brand isn't some comic icon that made X million viewers go "Oh, Russell's hosting? I'm definately going to watch it". Most people never heard of him... Let's not forget, this countries population, and WORLD's population, has had a substantial increase compared to last year, so it's simple mathematics and plain common sense that would that the show would naturally have more viewers over the previous year.
If you wish to make a true analysis as to how well they are doing, consider the fact that their viewer rating is still nearly 5 million viewers (roughly 40%) lower than the 12 million who watched back in 1999. So with a significant population growth world-wide, how are they managing to do worse year-over-year than what they did 9 years ago?
Simple... nobody's listening. The music genre has changed foot... Rock/Metal is making a BIG comeback... Rap is played out and dying like a sinking ship (especially with all of this popcorn/seseme street junk that they keep coming out with that would make Biggie Smalls and Tupac turn over in their graves)... and lo and behold, what is MTV doing? Sticking with their guns in hopes that people actually watch Britney Spears for her music (lol), or that people actually like grooving to hip-hop songs that talk about "chicken noodle soup" and "lollipops". They haven't caught on yet, and maybe never will.
Which kind of baffles me, considering how quick they were to capitalize on the general public's thirst for "reality" shows. But that cash cow has been milked dry.. the titty is shriveled up... and MTV is still standing by with an open mouth, waiting to get that one last drop.
Woof
thirteenburn:
Stop saying they do not play videos on MTV, yes they don't play many, but they still do, you just don't watch the right time (mainly early morning). Its the way it is in the world, people complain that there are no videos, but all video channels are the same way now (look at Fuse), you cannot get the rating with just videos, which means you cannot make money with just videos. The people who complain about no videos seem to not even watch them if they did play them.
Trust me MTV would much rather on have to clear and schedule music videos daily than creating original programming or obtain licenses for non-original programming, becuase it is much, much cheaper. To bad that doesn't make money for the channel.