Network Profile

Double-digit growth in first quarter 2010 and more top series than any other cable network with people 12 to 347:

  • No. 1 full-day, ad-supported cable network among people 12 to 34
  • Three of the top five original cable series among people 12 to 34: No. 1 "Jersey Shore," No. 4 "Teen Mom," No. 5 "16 and Pregnant"
  • Highest-rated quarter in a year and a half

Digital Highlights

  • 25 million monthly unique visitors to in first quarter 2010, up double-digits vs. 20098
  • More streams in March 2010 than, Google Video, Yahoo! Music, AOL Music and MSN Entertainment9
  • No. 1 provider/distributor of mobile video worldwide
  • Ranked No. 4 Most Social Brand by Vitrue10
  • 6.8 million Facebook fans, up 40 percent from fourth quarter 200911
  • More than 600,000 Twitter followers12


Dan Lovinger
SVP-Sales & Integrated Marketing

MTV is the definitive youth culture brand. Our legacy, creativity and pioneering vision have given us an unrivalled relationship with this most fickle and elusive demographic. We're a constant window and a mirror of our audience's lives, and we're everywhere they consume media. The deep bond between MTV and young people provides advertisers an invaluable connection to an invaluable demo. And through our cross-platform opportunities and integrated marketing capabilities, we create engaging content that resonates. Because while the way young people consume media is ever-changing, one thing stays true: They still want their MTV.

THE TRUTH ABOUT YOUTH Millennials are the new MTV Generation. The first thing to know about this mighty demo is there are a lot of them: 83 million in the U.S.1—half of whom are already in the workforce.2 At first glance, they're a grab bag of contradictions. They're aware of the challenges ahead and yet optimistic about reaching their life goals. They're civic-minded, yet self-directed. They're young, but they're focused on family (one-third of 18-to-29-year-olds are already parents).3 And they spend. A lot. Millennials have a purchasing power of $467 billion4 and influence another $300 billion to $400 billion in family purchases.5 They're also expected to make up almost 20 percent of the car buying market by 2013.6

IT'S NOT SO LONELY AT THE TOP So where is the best place to find this incredibly valuable demographic? At MTV. We have the strongest concentration of viewers 12 to 34 in television (72 percent of our audience). In the first quarter, this powerful demo fueled our phenomenal double-digit ratings growth year over year, making us the No. 1 full-day, ad-supported cable network, with three of the top five original cable series among viewers 12 to 34 ("Jersey Shore," "Teen Mom" and "16 and Pregnant").7

MORE WHERE THAT CAME FROM While all those accomplishments are great, it's nonstop innovation that matters most with our audience. The first quarter was just the beginning of a whole new MTV. We kicked off a huge 2010, thanks to an inspired slate of fresh new shows and great new talent. From original scripted comedies to brand new reality shows and docudramas, we're pushing the envelope with authentic and distinct voices that are expressing themselves throughout the MTV universe.

By creating undeniable pop culture moments that everyone feels, talks about and remembers, MTV continues to reinvent itself, reaffirming its place as the go-to brand for a generation that knows good, smart and funny when they see it and won't settle for less.



THE HARD TIMES OF RJ BERGER: This sharply written new coming-of-age comedy depicts the hilariously hellish life of an underdog high-school sophomore who just happens to have a significant anatomical gift. (Told through live action and groundbreaking animation; created by David Katzenberg and Seth Grahame-Smith.)

WARREN THE APE: A parody of celebrity reality shows, "Warren the Ape" follows the trials and tribulations of a D-grade Hollywood puppet as he attempts a desperate comeback with the help of his therapist, Dr. Drew Pinsky. (Created by Sean Baker, Spencer Chinoy and Dan Milano.)


THE WORLD OF JENKS: The brainchild of award-winning documentary filmmaker Andrew Jenks, this new MTV "docuseries" follows Jenks as he immerses himself in the life of a complete stranger in each episode—from music's toughest rapper to a homeless teen—drawing viewers deeply into these slices of American life.

IF YOU REALLY KNEW ME: Each episode of this new reality series follows five different high-school students as they attempt to break down barriers between cliques, confront prejudice and transform the way others see them as well as the way they see the world around them. An authentic peek into the minds of real teenagers as they open up for the first time.

Sources: 1Based on U.S. Census Bureau data for population born between 1981-2000, from "Monthly Resident Population Estimates by Age, Sex, Race and Hispanic Origin for the United States: April 1, 2000-July 1, 2008" (released May 14, 2009). 2"Millennials Are Here," Forrester, 2009. 3PEW Research,Millennials: A Portrait of Generation Next, February, 2010. 4TRU 2009; reflects projected purchasing power for 2009. 5American Demographics. 6AutoPacific, Jan. 7, 2009. 7Nielsen Co. 8Omniture Site Catalyst. 9Nielsen Video Census, March 2010., "Top Social Brands of 2009," 4/1/2010. 11Facebook 1/1/2010-3/31/2010 MTV Show and brand pages U.S. only. as of 4/1/2010 (aggregate of MTV's official Twitter handles).