Core Viewers of the MTV 6 Pack

CORE VIEWERS OF THE MTV 6 PACK An insight into the advertising potential of the MTV Broadcasting Network through an understanding of viewer behavior

THE MTV 6 PACK The Music TV Broadcaster MTV Networks Europe: A multi-channel platform including the core 6 pack of channels Each channel appeals to a specific audience A core viewer may be defined Target a key market in one or across multiple channels Source: MTV Networks Europe and Viacom Brand Solutions Websites

Original, Innovative and provocative entertainment Exclusive videos Live performances Maverick attitude Groundbreaking programmes:
Pimp My Ride
Totally Boyband
A-List celebrities Live gigs/Ultimate festivals weekend/MTV Europe Music Awards MTV UK Core viewer:
Male/Female 16-24 Thrill seeking
MTV UK

Charts Superstars One hit wonders Boy/Girl-bands New video’s Old hits Pop bias MTV Hits core viewer:
Female biased 12-17
MTV Hits

New programmes Urban talent and Hip-hop Sexy and slick Stylish videos Artist driven programmes MTV Base core viewer:
Male/Female 16-24
MTV Base

Club culture 24/7 Guestlist Massive anthems Fresh dance Hot urban and Pop MTV Dance core viewer:
Male/Female 18-23
MTV Dance

Attitude Indie, Rock and alternative Interactive:
Create an hour of videos via the web
Diverse and cutting edge Leftfield perspective Created by and for Individuals MTV2 core viewer:
Male/Female 16-24
MTV2

Onscreen, multi-platform entertainment experience Audience control Virtual communities
Upload to TV Online interactive communities Mobile phones
Core viewer:
Male/Female 16-24
MTV Flux

MTV2 In Focus Advertising potential of the channels core audience Alternative youth audience is hardest to engage as an advertiser MTV2 delivers this core audience to clients whose products or services require it via through-the-line integrated campaigns

Through-the-line Advertising
Above the line: 30 second TVC on MTV2 Press adverts in MTV2 publications Logo presence across MTV2 billboard campaigns Below the line: Sponsorship opportunities Bespoke events Digital and Interactive Film partnerships Promotions and Branding

Sponsorship Opportunities
MTV2 offers new programming to alternative youth audience The MTV2 concept can be used in partnership with brands across platforms Sponsor MTV2 series MTV2 Events and News: Live gigs Ibiza and Festival News Festivals

Bespoke Events
MTV2 defines unique space for client brands engaging in alternative youth lifestyle Tailored events for local relevancy Leverage creative/production forces/pan-European platforms Exclusive MTV Sound System parties Star treatment, competitions and prizes Product experience

Digital/Interactive
Expand beyond television New platforms provide interactivity and connectivity Respond to audience demand: Digital Broadcast affiliates Onscreen multi-platform entertainment Partnerships: Global phone operators MTV Website: Advertise between windows Online web-banners

Film Partnerships/ MTV Movie Awards
Advertising support: Leverage to maximize film presence Integrated sponsorship package Tie in Music and Movie realms Bespoke creative solutions:
Programmes Competitions Talent access Media strategies

Creative concept and design solutions: Fulfill promotion and partnership briefs On air art breaks and spots Merchandise branding Brand design Product packaging Pro-social awareness campaigns Promotional and Branding Elements

MTV 6 Pack: Multi-channel platform Access a variety of core viewers Pinpoint audiences for maximum return on advertising investment Use existing platforms and expert insight into MTV audiences Tailor-made campaigns Touch the consumer in new ways Partnership Opportunities with MTV2: Enter directly into the psyche of the alternative youth audience Address specific wants and needs Brand Movement Campaign: Evolve by including an expanding group of people Across full range of MTV platforms Conclusions

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Core Viewers of the MTV 6 Pack

by melissa klatsia on Dec 27, 2009

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Core Viewers of the MTV 6 Pack — Presentation Transcript