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2007 MTV Video Music Awards Scores 6.4 Rating Up 23% From 2006 Telecast
MTV.com Also Sets Record Numbers in Both Unique Visitors and Streams
NEW YORK, Sept. 11 -- MTV: The 2007 VMAs delivered a 6.40
P12-34, growing 23% vs. last year's awards.
Plus, the 2007 VMAs are now the highest rated telecast on ad-supported
cable year-to-date among P12-34.
The show averaged 7,081,653 viewers P2+ (up 23% versus last year) and
4,999,060 P12-34 viewers.
MTV.com set record numbers in both unique visitors and streams.
MTV.com Uniques: MTV.com registered 2.6MM unique visitors yesterday, 40
percent higher than last year on the day of the VMAs and by far the site's
highest-trafficked day ever. In fact, traffic to the site yesterday beat
the previous all-time record holder -- last year's day-after VMAs -- by 32
percent.
Streams: MTV.com has topped its day after VMA record of 6.7M streams
with today's delivery of over 7M total streams as of 3:30pm. For 9/09/07,
the on demand show delivered a total of 871K streams up to midnight through
MTV.com and MTV's syndicated video player which includes MTV's streams on
other sites. And as of 3:30pm on Monday there have been 6M streams for the
2007 MTV Video Music Awards On-Demand.
***PLEASE NOTE THAT WE WILL HAVE A MORE DETAILED ANALYSIS LATER TODAY
***
About MTV
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with more than 130 channels worldwide, owns and
operates the following television programming services -- MTV: MUSIC
TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV
LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE
DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of
which are trademarks of MTV Networks. MTV Networks connects with its
audiences through its robust consumer products businesses and its more than
200 interactive properties worldwide, including online, broadband, wireless
and interactive television services. The network also has licensing
agreements, joint ventures, and syndication deals whereby all of its
programming services can be seen worldwide.
SOURCE MTV.com
http://www.mtv.com/
[EDITOR'S NOTE: What follows is the afternoon update with the final national Nielsen ratings.]
2007 MTV Video Music Awards Score Quadruple Threat
TV Ratings Jump 23 Percent, MTV.com Shatters Traffic and Video Stream
Records, MTV Mobile Sets Record, and Marketing Partners Win Big
NEW YORK, Sept. 11 -- Just like the "Quadruple Threat"
handed out at the show, the Video Music Awards rocked out in four key
categories - on-air, online, on mobile and with marketing partners.
Ratings Jump By 23 Percent
The 2007 VMA premiere averaged a 6.40 P12-34 rating, representing a 23
percent increase over last year's VMAs. This year's VMAs rank as the
highest- rated telecast on ad-supported cable for the year to-date among
P12-34. The premiere averaged over 7 million viewers P2+. All VMA
programming (pre-show, premiere, post-show and repeat) reached more than
23.6 million viewers P2+.
The VMA Pre-Show averaged a 3.13 P12-34 rating, a 72 percent increase
versus last year's pre-VMA show, while the post-show earned a 4.66 P12-34,
up 86 percent from last year.
MTV.com Traffic and Streams Soar
MTV.com scored a triple win, shattering records for unique visitors on
the day prior, day of and day after the VMAs.
MTV.com attracted 4.7MM unique visitors by just 1 p.m. ET yesterday
(9/10/07),* making it the highest-trafficked day on the site ever and a 140
percent increase from the day after last year's VMAs (9/1/06).
Monday's incredible performance comes on top of Sunday (9/9/07), which
itself set a daily record for unique visitors. On Sunday, the site
attracted 2.6MM uniques, a 40 percent increase over last year's day-of-show
numbers (8/31/06).
On Saturday (9/8/07), MTV.com logged 1.4MM unique visitors, a 40
percent increase over last year's day prior to the show (8/30/06).
Just as MTV.com set back-to-back records for uniques this year, the
site set new benchmarks for streams.
Viewers generated more than 17.4MM streams on Monday (9/10/07) - an
astonishing 160 percent increase over day after last year's show (9/1/06) -
and a one-day record. The embeddable player, which allowed bloggers and
fans to paste video from MTV.com onto their own sites and homepages,
generated nearly another 4MM streams, bringing the total number of streams
to 21MM.
In addition to streaming video, viewers also cast nearly 100,000 votes
for their favorite performances, moments and awards. Viewers' votes will
inspire the three re-mix editions of the VMAs - "The Celebrity Commentary
Edition," which airs tonight at 10 p.m. ET/PT; "The Viewer's Choice" remix,
which airs Thursday at 6 p.m. ET/PT; and the celebrity performances and
un-aired Fantasy Suite performances, which airs Saturday at 11 p.m. ET/PT.
Fans Dial In to MTV Mobile
Fans also followed all the action on their mobile phones, streaming
video clips and texting their votes for Best New Artist.
On Monday, MTV Mobile generated the most video streams ever in a single
day - more than double what the service delivers on an average Monday. In
fact, the VMAs proved so popular on the mobile platform that VMA clips
accounted for all of the top 20 videos viewed on MTV Mobile. MTV Mobile
published over 200 VMA-related clips during the days leading up to and
following the live show - an unprecedented number of clips for a single
event on the mobile channel.
Viewers who purchased the two Britney Spears ringtones available
exclusively on MTV Mobile following her performance drove MTV Mobile to
record days on Sunday and Monday. Subscriptions to MTV Mobile on both days
were double previous daily records.
Additionally, hundreds of thousands of votes were cast for the Best New
Artist category on the day of the show itself, with nearly 120,000 text
messages logged between 9 p.m. and the cutoff time of 10:34 p.m. ET.
VMAs and Sponsors Win Big Via Live Dial Test
During the show, MTV conducted focus groups and a live dial test with
viewers to get their reaction in real time reaction to the VMAs.
Focus-group viewers thought the show had a "different vibe," a "new energy"
and that it felt like a "crowd at a live concert." (Other comments: "The
performance on the roof with Kanye was awesome! I liked how he moved
through the crowd and worked it" and "It was all about the music this
year.") The live dial test revealed that 82 percent of the viewers said
they enjoyed watching the show and 77 percent said they would be talking
about it with friends.
Viewers in the live-dial test also responded strongly to the event's
sponsors. The results - there is a lot to gain by being involved with the
VMAs:
-- As a premier event for young people, the test showed they expect
sponsors to treat the event in kind, by featuring customized, unique
creative spots. Overall, custom spots created for the VMAs generated
stronger engagement scores than traditional spots.
-- 7 out of 10 respondents agreed that the VMAs feature advertising that
is more relevant to their lifestyle than what they typically see on
other networks.
-- 8 out of 10 respondents also say that brands should advertise on the
VMAs if they want to connect with consumers like them.
-- The majority of viewers said they had an overall better impression of
the brands/products advertised in the VMAs. They also thought that
brands were cooler than before by being associated with the VMAs were
more likely to talk to someone about brands/products that they saw
advertised on the VMAs
-- The majority of viewers also responded favorably to the fit of this
year's VMAs sponsors.
The official sponsors of the 2007 MTV Video Music Awards are Chevy,
Herbal Essences, Neutrogena, Pepsi Smash, Rhapsody, Sprint and Taco Bell.
* Full-day traffic reporting to come tomorrow.
About MTV
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with more than 130 channels worldwide, owns and
operates the following television programming services - MTV: MUSIC
TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV
LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE
DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of
which are trademarks of MTV Networks. MTV Networks connects with its
audiences through its robust consumer products businesses and its more than
200 interactive properties worldwide, including online, broadband, wireless
and interactive television services. The network also has licensing
agreements, joint ventures, and syndication deals whereby all of its
programming services can be seen worldwide.
SOURCE MTV
http://www.mtv.com/
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