MTV is targeting adults ages 18-34 with a $45 million media plan. The plan allocates 44% of the budget to magazine ads, 39% to television ads, 13% to radio ads, and 4% to digital ads. The ads will run nationally with additional focus in 5 markets. Scheduling will pulse the budget with surges before season premieres in March, April, November, and December. The objectives are for high months to reach 85% of the target nationally with a frequency of 5, and in spot markets to reach 94% with a frequency of 6. Low months will reach 70% nationally with a frequency of 4.

1. COMM 422
MTV Media Plan

2. 1
Executive Summary
● Target: 18-34; Male and Female; Low- low middle income; “Millennials”
● Geography: National coverage with additional emphasis in 5 markets that consist of 7.3%
population
○ Total Budget: $45,000,000
■ 93.81% in National: $42,212,800
■ 3.71% in Spot: $1,667,900
■ 2.49% remaining budget:$1,119,300
● Scheduling and Timing: Pulsing for budget purposes; steady campaign with surges before
season premieres *Note: In regular television campaigning flighting would be utilized
○ Peak time: 60% budget used in March, April, November, and December
○ These months are leading into season premiers
● Reach/Frequency: Nationally high months: reach of 85%, frequency of 5; Nationally low
month's: reach of 70%, frequency of 4; Spot markets: reach 94% frequency of 6
● Primary Medium: Magazine- 44% of dollars spent in 6 nation magazines, including
monthlies, bi-weeklies, and weeklies
● Secondary Medium: Television- 39% of dollars in Late Night/Late News, Sports, and
Cable.
● Other: Radio- 13% of budget used nationally and in spot markets, and digital media used
nationally

3. 2
Summary of Situation Analysis
Competitive Set: VH1 and E! (Identical Content)
Our competitive set includes VH1 and E! as the closest competitors. VH1 and E! have
extremely similar content including, but not limited to, reality TV and celebrity news. However,
VH1 and E! lack scripted TV series whereas MTV has most recently filled that void. MTV has
met the rising popularity in scripted series in more recent years. ABC/Freeform has promoted
their scripted series and has successfully aired scripted tv for several years. Although Freeform is
not a direct competitor of MTV because of content, Freeform is still an alternative to use for our
target demographic.
Alternatives to Use/Indirect Competitors: Freeform and Spike (Demographic Appeal)
While they are not direct competitors to MTV because of content, Freeform and Spike
are still alternatives to use for our target demographic. Both have capitalized on portions of
MTV’s target demographics such as the teen demographic and the male population. Freeform
appeals to a lot of young adults with the content of their dramatic series as well as the airing of
movies that appeal to nostalgia. They have also promoted their scripted series and have
successfully aired scripted TV for several years.. Additionally, Spike has shown some innovation
in content with LipSync Battle, attempting to appeal to a female demographic and a celebrity
interested audience. For the most part, Spike attracts a culturally different demographic and has
predominantly masculine inspired content.
Market Share
Recent statistics show that MTV experienced a 5% drop in primetime viewership in 2014
(Forbes). However, MTV is not the only network that has struggled with such declines. In fact,
most networks have experienced the same problem. As indicated in Chart 7, “The top-50 cable
entertainment networks seeing declines of 20% or more in 2015 were (in decreasing size of their
audience): History, A&E, MTV, Comedy, Nickelodeon and Oxygen. Numerous others were
down 10% or more” (Kissell). This struggle came about because the members of the younger
audience (including teens and 18-34 year olds) are turning more and more to their mobile

4. 3
devices and computers rather than TV’s for their entertainment needs (Forbes). MTV’s worth
was estimated to be around $6.2 billion as of May 2015, which is ranked 99 among Forbes list of
the world’s most popular brands (“The World’s Most Popular Brands”).
Conversely, MTV remains prevalent on social media, ranking in the top 10 for number of
interactions made by U.S. TV networks on social media (eMarketer). Therefore there is hope for
growth in the future, provided that MTV comes up with a way to further integrate themselves
into newer and ever-changing technology.
Competitive Grid
Social
Media
Presence
Variety
of
Content
Appeal
to teens
Appeal
to 18-
24
Appeal
to 25-
34
Appeal
to men
Appeal to
women
MTV
9 8 7 8 7 5 8
VH1 6 8 7 8 9 4 8
E! 7 8 7 8 9 4 9
ABC/
Freeform
5 6 9 9 7 5 9
Spike 4 4 3 5 7 8 5
*Scores based on a scale of 1-10, 1 being the least favorable outcome and 10 being the most
favorable
Brand and Competitive Ad Spending
Unable to find data on MTV. AdSpender only analyses parent company Viacom.

5. 4
Target Description
The demographic that this campaign will target is the adults ages 18-34 which according
to Simmons, makes up a population of 67,488,000. Brad Tuttle describes this millennial
generation in Time Magazine as not having a large disposable income because of the post-
recession economic climate (Tuttle). These single young adults have a lower middle income
since they are currently in college continuing their education or in the workforce with either part-
time work or an entry level job.
We are advertising to this segment of young adults because according to Simmons this
demographic has been changed by the digital trends and internet, spends less time watching TV
on a TV and is more likely to buy the same products celebrities use (see chart #1). According to
Simmons’ indexes, this demographic is 82% more likely to say they access the internet more
through mobile and handheld devices (chart 1). They are also 72% more likely to say they like to
buy the same products that celebrities use which coincides with their infatuation with popular
culture and celebrities in general. This 18-34 year old population is also 46% more likely to say
that instead of watching entertainment through TV, they use alternate technology because of the
internet and they are 25% more likely to say the internet has changed the way they spend their
free time (see chart 1).

6. 5
S.W.O.T.
Strengths
● Well-known original programming dedicated to music and youth culture
● Vast target demographic
● Access to youth culture and interests through various television shows and evolving
programming
● Ability to incorporate more products other than music videos
● Increased presence on social media: key to reaching their target demographic
Weaknesses
● Changing cultures
● Exclusive interest in music and music videos
● Overall TV viewership and cable subscriptions are on the decline
● Weakening brand and product
Opportunities
● Rich history involving youth culture and setting trends as well as setting tones for social
issues of youth culture
● Increasing presence of social media in the daily lives and culture of target
● Social media provides a gateway to increased viewer's interaction with the brand
● The youth demographic is still heavily influenced by and involved in celebrities lives and
trends
Threats
● Television use and programming is decreasing now with the use of online television
● The target demographic increasingly has directed its entertainment needs and attention to
online and mobile devices

7. 6
Creative Brief
Situation: In 1981, MTV was created by Robert Pittman. MTV was originally started as a
music channel but over the years evolved to include a variety of content ranging from reality TV
to fictional dramas and other forms of entertainment.
Cultural Fuel: MTV is centered at youth-culture entertainment and staying in touch with the
lifestyles and desires of teens.
Marketing Communications Purpose: We will be promoting awareness to new content and
also loyalty to the classic and well-known MTV brand that is associated with youth culture.
Target Audience and connection with brand: Our primary target audience is adults 18-34.
This target knows of the MTV brand. Our targets are young adults, single, and living either at
home or with roommates. They have no children and only personal responsibilities. They are
recent graduates or young hires looking for their first real full time job. They are avid social
media users, using sites such as Facebook, Twitter, Instagram and Snapchat. Our secondary
target audience are teenagers. They’re high school students with either no job or a minimum
wage part time job after school/during the summer. Our primary target knows of MTV, but has
largely forgotten the network and brand throughout the years. MTV is largely overlooked since
our target has moved on to other networks, such as VH1 and E!.
Emily is a 25 year old white single woman. She is a floor manager at Forever 21. She has no
children and lives in a cozy apartment in the Fishtown neighborhood of Philadelphia, PA with
two roommates. She enjoys watching reality shows like Teen Mom and Keeping Up with the
Kardashians. She also enjoys instagramming pictures of food. She mainly shops at H&M and
Urban Outfitters. She online shops frequently, checking her favorite stores daily for the best
deals. She listens to her 90’s Throwback station on Pandora on her train ride to work.
Zach is a 22 year old recent Montclair State graduate. He is single, but has been dating Corinne
for 3 weeks. He enjoys skateboarding and playing his Xbox One. After graduation, Zach moved
back in with his parents in Lancaster, PA. He is a waiter at Jethro’s Restaurant & Bar during the
day and bartends at Rumplebrewskin’s Bar at night. He is saving up for an apartment of his own.
He enjoys watching Tosh.0, South Park and Ridiculousness. As a teen he was an avid MTV
viewer. He watched Viva La Bam and The Life of Ryan every week. He drives a 2001 red
Honda Civic to work everyday.

8. 7
Competition: Our closest competition in content is VH1 and E!. ABC/Freeform and Spike
comprise of our indirect competition because of the increased interest in reality and fictional
content. These are all competitive in respects to their ratings in 2015.
Communication Problem: Television use and programming is decreasing now with the use of
online television programming which can hurt the MTV name and company. The target
demographic increasingly has directed its entertainment needs and attention to online and mobile
devices. MTV’s presence on social media as well as interactive web communications will be the
future of the brand.
Tone and Manner: We will emphasize relatability, excitement, and relevance to pop culture.
We want to convince young men and women that MTV is an essential part of their daily
entertainment.
Brand Personality: We want MTV to appear energetic, interesting, relatable, and trendy.
Positioning Statement: We aim to show that MTV is the most engaging network among teens
and adults 18-34 because of the vast array of content present on the network and its presence in
youth culture.

9. 8
Media Objectives
Minimum frequency: 4
High months: 5
Spot: 6
Frequency and Reach Goals
Months Frequency Reach
High March, April,
November, December
National: 5.0
Spot: 6.0
National: 85%
Spot: 94%
Low January, February,
May, June, July,
August, September,
October
National: 4.0 National: 70%

10. 9
Ostrow Model
Pt. 1: Marketing Factors
Established brand? -.1
High market share? +.2
Dominant brand? -.1
High brand loyalty? +.1
Long purchase cycle? +.2
Product used occasionally? +.2
Need to beat competition? +.2
Advertising to older consumer/ children? 0
.7
Pt. 2: Copy Factors
Simple copy? -.2
Copy more unique than competitor? -.2
Continuing campaign? -.1
Product sell copy? +.1
Single message? -.1
New message? +.1
Larger ad units? -.1
-.5
Pt. 3: Media Factors
Lower ad clutter in media mix? +.2
Compatible editorial environment? -.2
Attentiveness high? +.1
Continuous advertising? +.2
Few media used? +.1
Opportunity for media repetition? -.1
.3
Reach Total: 3.5

11. 10
Media Strategy
Geographic coverage/objective: National reach with a spot market focus that consists of:
Salt Lake City, Atlanta, DC, Austin, and Houston which has a 7.3% population
representation. These cities were chosen on millennial population saturation in these
particular areas.
Scheduling: Seasonality and timing of the flighted scheduling coincides with the
seasonality of show premieres on MTV. These months leading into premiere months are
November, December, March and April. During these peak months we will be reaching
nationally 85% with a frequency of 5; In spot markets during these peak months we will
have a reach of 94% with a frequency of 6. All the other months will maintain nationally a
70% reach and frequency of 4.
*Pulsing media plan: A consistent campaign throughout all 12 months, but an additional
surge of budget in months leading into popular seasons for television.
Objectives Strategy and Tactics
The media types used for this campaign are magazines, TV, radio, and digital. Our media
mix consists of 44% of our budget going to magazines, 39% to TV, 13% to radio, and 4% to
digital. We chose these different media outlets because they are the most efficient ways to reach
our demographic.

12. 11
Media Tactics
For the magazine category, we will have half-page full color advertisements in men’s and
women’s magazines that appeal to their individual 18-34 year old demographics. In addition, we
will be using general interest entertainment magazines that appeal to both genders. For the men’s
magazines we will run our ads in Maxim, who’s mean age is 27, and Men’s Fitness, who’s mean
age is 33.9, which both fall within our target demographic. For the women’s magazines we will
run our ads in Cosmopolitan, whose mean age is 32, and Seventeen, who’s mean age is 27, which
also falls in our target demographic. We will be running full-page color ads in the general
interest magazines Entertainment Weekly, mean age is 33, and Rolling Stone, who’s mean age is
27.9. We chose these magazines because they are heavily read by men and women of our
demographic.
For our TV category we will run 15 second ads emphasizing on our peak months which
will run in late night shows such as Family Guy, The Simpsons, The Big Bang Theory, and The
Bachelor. These programs appeal to male and female demographics separately as well as
combined audiences. We will also be placing ads in sports shows such as Sunday Night Football
and WWE Monday Night RAW. There will also be ads placed on cable TV in our spot markets.
The ads will be aired on The Walking Dead and Fixer Upper.
As for digital media ads, they will be run on general sites, targeted sites, social media
sites, and mobile sites because the 18-34 age demographic is the generation of technology. This
includes but is not limited to Facebook, Instagram, Twitter, Blogs, Buzzfeed, Tumblr, and online
retail shopping sites. The radio stations that we will be advertising on will be pop hit stations, hip
hop stations, and country stations.

13. 12
Adults 18-34 Attitude Index: Any Agree (Chart 1)
Attitude Index
It is important to me to be attractive to the opposite sex 118
I like to stand out in a crowd 141
Marijuana should be legalized 118
I like to buy the same products that celebrities use 172
I love to keep up with celebrity news and gossip 128
The internet has changed the way I spend my free time 125
I spend less time watching tv on my tv set because of the internet 146
Nowadays I access the internet more through my mobile/ handheld device 182
I describe myself as brave and adventuresome 113
I describe myself as imaginative, artistic, inventive, and creative 111
In general advertising presents a true picture of the products of well known
companies
127
Registered to vote; Yes 87

14. 13
TV is my main source of entertainment 85
I rely on TV to keep me informed 83

15. 14
Works Cited
"Demographics." Mega Media Marketing. Mega Media Marketing. Web. 01 May 2016.
<http://www.megamediamarketing.com/demographics.html>.
Simmons Research LLC (2012). Fall 2012 NHCS Adult Study 12 Month [Data File]. Retrieved
from Simmons OneView Database.
"The World's Most Valuable Brands." Forbes. Forbes Magazine, n.d. Web. 28 Apr. 2016.
Tuttle, Brad. "The Declining Economic Might of the Once Coveted 18-to-34 Demographic."
Time. Time Inc., 16 Mar. 2012. Web. 27 Apr. 2016.
(Used in Target description)