MTV NETWORKS: MTV, MTV2,
VH1, Logo, Comedy Central, Spike (Nickelodeon, CMT & BET Networks host separate upfronts)
MTV Networks’ attention to its target audience of young adults has made it an attractive resource for advertisers seeking the attention of the 18 – 49 year-old demographic.
Comedy Central and MTV alone practically dominate the demand for movie advertising, with five of the top 10 brands advertising on the network being movie studios, and the movie industry taking the top slot among advertising categories.
Spending aside, the network also generates impressive digital activity figures, particularly around individual shows. Rob Dyrdek’s shows (such as “Ridiculousness” and “Fantasy Factory”) alone account for 60% of the digital activity created by all ads on MTV.
This is perhaps not surprising as MTV Networks, as well as parent company Viacom, have embraced a social-heavy approach to advertising and brand activation that acknowledges the cross-platform viewing habits of its younger-skewing audience.
In the last twelve months, MTV Networks (MTV, MTV2, VH1, Logo, Comedy Central & Spike) have run more than 1.67M commercials. VH1 has been responsible for the largest share (376k) of those, and Comedy Central has the broadest brand mix (1,205 brands). Movie Studios are the leading source of revenue for these networks.
Meanwhile, Rob Dyrdek’s shows account for nearly 60% of the digital activity surrounding TV ads on MTV this year.
Overview:
In the last 12 months, MTV has run ads for 938 brands across over 321k commercials.
This year alone MTV has aired commercials for 573 brands with 97,500 commercials.
Spending patterns:
The network receives the bulk of its advertising dollars from: Movie Studios (11.88%), Skin & Food Care (6.84%), Fast Food Restaurants (6.03%), Candy/Gum Manufacturers (5.81%) and Wireless Electronics (4.52%)
The brands most active on the network include: Proactiv (3.1%), Truth (Anti-Smoking Campaign) (1.92%), Taco Bell (1.91%), Twentieth Century Fox (1.85%) and Paramount Pictures (1.67%)
*TV Network promotions account for 10.78% of in network and out of network spend values
***more spend data available below
Engagement:
The industries most likely to generate a digital response: Candy/Gum (22.51%), Soda (14.02%), Wireless Electronics (11.13%), Healthcare (7.57%) and Movies (7.35%)
The brands most likely to generate a digital response: M&M’s (18.8%), Mountain Dew (8.94%), Truth (7.37%), AT&T (6.7%), and Dove (2.7%)
Shows:
Rob Dyrdek’s shows accounts for almost 60% of digital engagement for MTV in 2015. [Ridiculousness (51.72%) and Rob Dyrdek’s Fantasy Factory (6.04%)]
The show “Girl Code,” which accounts for less than 3% of the total spend for the network, accounts for about 6% of the networks digital engagement, making it one of the highest indexing shows on the network.
Most Engaging ad for MTV in 2015:
M&M’s: “Fans” generated more than 81,872 social actions during just 358 airings making it the single most engaging ad on MTV since the start of 2015. It is also the highest indexing spot on the network, with the total spend for this ad accounting for less than 1% of the networks Spend SOV. (18.81% of Digital SOV – 358 Airings – 0.23% of Spend SOV)
MORE:
MTV2 Overview
In the last 12 months, MTV2 has run ads for 637 brands,
across 267,240 commercial spots.
This year alone MTV2 has aired commercials for 407 brands,
with 75,281 commercials.
VH1 Overview
In the last 12 months, VH1 has run ads for 1,119 brands,
across 376,479 commercials.
This year alone VH1 has aired commercials for 707 brands,
with 115,154 commercials.
Logo Overview
In the last 12 months, Logo has run ads for 552 brands,
across 139,694 commercials.
This year alone Logo has aired commercials for 396 brands,
with 59,564 commercials.
Comedy Central Overview
In the last 12 months, Comedy Central has run ads for 1,205 brands,
across 288,682 commercials.
This year alone Comedy Central has aired commercials for 736 brands,
with 81,631 commercials.
Spike Overview
In the last 12 months, Spike has run ads for 1,176 brands,
across 278,926 commercials.
This year alone Spike has aired commercials for 705 brands,
with 76,903 commercials.
MTV TOP SPENDERS:
