MTV is one of the most famous and loved brands in the world and is one of the most effective and efficient platforms through which to speak to and engage with a young and highly active audience.
63% of our audience are aged 15–34 – almost three times the pan-European TV average and double other pan-regional TV with our online platforms mirroring this efficiency of reach.
MTV has been the world’s most valuable media brand for the last seven years and is a unique and iconic brand that fosters affinity and loyalty among our audience.
This is reflected in the makeup of our channel that showcases reality hits such as Jersey Shore alongside scripted comedy series such as Awkward and Hard Times with RJ Berger and international music programming such as the MTV EMAs, MTV VMAs and World Stage.
However, MTV is not just a broadcaster – MTV has adapted to the changing media landscape to become a multi-faceted network and experience, with our viewers now interacting with us in a different way. Linear TV reaches 38.5 million target viewers across Europe each month, with our online content reaching 7.7 million people each month and live events reaching 700,000 young people every year.
Traffic to MTV websites in Europe has risen by +120% since 2005 with an additional 5.6 million through content syndication on sites like MSN, Daily Motion and Bebo. MTV has 1.8 million European fans on Facebook via MTV brand pages but it’s our content that really engages our audience with 4 million European Facebook fans for our top 20 show groups and pages – a total of 5.8 million fans in Europe.
Twitter has also become fundamental to MTVs evolution. We attract 21 million European unique visitors per month on Twitter and MTV is consistently in the top 30 brands mentioned on the site, with approximately 15–20,000 Tweets related to MTV each month.
A great example of how our content acts as social currency is demonstrated by our biggest and best performing event – the MTV EMAs. In 2009 MTV partnered with Facebook to make the show available on the site. On the day of the show 321,000 Facebook status updates related to the event and artists. By comparison the largest Facebook stream to date – the Obama inauguration, generated 600,000 status updates. During the period around the live show 2.8 million Tweets relating to the EMAs were generated.
On average our audience own eight devices and make 48 digital communications per day, and so our hyper-connected and heavily engaged audience have more interactions with our brand and content than ever before. MTV generated a total of 46 million touch points per month in 2005, however in 2010 we’re generating around 57 million each month. This constant communication and connectivity means that they have twice the propensity to become brand champions and advocates. Our research also tells us that our audience have the highest disposable income pro-rata versus older demographics.
What this means for brands is that our reach, brand, content and audience combine and contribute towards our ability to shift brand metrics. 92% of our audience feel that brands they see partnering on our channel and network of digital sites are more relevant to them than those they see on other broadcasters, with 8 in 10 stating they are more likely to buy products if they see them advertised on an MTV channel or website.