MTV Networks Upfront Presentation: 'The Ultimate ROI: Return on Innovation'
MTVN's Presentation Showcases Innovation Across Partnerships, Programming
Special Appearances by Justin Timberlake, Samuel L. Jackson, Chris Rock,
Ashanti, Taylor Swift, Lauren Conrad, Jon Stewart, Stephen Colbert, George
Foreman, Dr. Drew Pinsky and Exclusive Performances by John Legend, Sarah
Silverman, JabbaWockeeZ from MTV's "Randy Jackson Presents: America's Best
Dance Crew" and the Cast of Hit Broadway Musical Legally Blonde Light Up
the Nokia Theater Times Square
Presentation Also Unveils Landmark "Multi-Screen Engagement Case Study" and
Partnership with Marketing Evolution to Deploy "Effectiveness Targeting"
NEW YORK, May 8 -- At its 2008 upfront presentation, MTV
Networks (MTVN), a unit of Viacom (NYSE: VIA, VIA.B), united its
leadership, talent and marketing partners to showcase innovative
partnerships, programming and platforms across its brands, which include
MTV, VH1, COMEDY CENTRAL, Nickelodeon, Spike TV, CMT, Logo, Nick at Nite,
The N and TV Land. The presentation, led off by MTVN Chairman and CEO Judy
McGrath, highlighted "return on innovation" -- the value for marketers in
MTVN's reinvention of how audiences experience content and advertising on
Held this afternoon at Nokia Theater Times Square in New York City, the
event was highlighted by special guest appearances by some of the biggest
names in entertainment, including Justin Timberlake, Samuel L. Jackson,
Chris Rock, Ashanti, Taylor Swift, Lauren Conrad, Jon Stewart, Stephen
Colbert, George Foreman, Dr. Drew Pinsky, as well as exclusive musical
performances by John Legend, Sarah Silverman, JabbaWockeeZ from MTV's
"Randy Jackson Presents: America's Best Dance Crew" and the cast of hit
Broadway musical Legally Blonde.
"MTV Networks is a creative engine, and today there are literally no
borders, no boundaries for creativity. We're taking our content and our
audience and moving with them freely across every screen," said McGrath.
"Our fans aren't merely consuming our content -- they're more invested and
engaged in our brands than ever. It all starts with hits, and we've
seriously pumped up the creative and financial capital we're putting into
generating hit content."
The presentation emphasized MTVN's efforts to forge innovative
marketing partnerships on multiple platforms. The company is a leader in
working with advertisers to develop new ad formats, integrate MTVN brands
with commercial messages, and co-create advertising to improve the impact
and relevance of ad messages to audiences. Through its Digital Fusion unit,
MTVN also provides advertisers with custom built digital marketing
solutions, including Web sites, online games and widgets.
"It's a new world we're working in. We're putting our creative energy
to work for marketers and reinventing commercial time as content time,"
MTV Networks' Multi-Screen Engagement Case Study
During the upfront presentation, MTVN President of U.S. Ad Sales Hank
Close unveiled the company's Multi-Screen Engagement Case Study (MSE), the
first significant research of its kind from a major media company. The
study, conducted around MTV's wildly popular "The Hills," provides clear
evidence that audiences develop stronger emotional connections to content
and advertising messages when they consume and interact with them across
"Advancing technologies are altering consumers' relationships with
brands, and we make it our business to focus on consumer behavior and
input," said Close. "Multi-screen measurement is a core competency at MTVN.
In this landmark study, we found that television is still the biggest
driver of brand awareness, and that multiplatform media campaigns perform
at double to triple the effectiveness of a single media platform."
Among the MSE case study's findings:
-- Fifty percent of viewers who watch only the TV show report a strong
emotional connection to "The Hills," while 76 percent of viewers who
watch it on-air and also go online in search of additional
Hills-related content report a strong emotional connection.
-- Nearly 90 percent of viewers who watch the show, go online for more
information and who have an avatar in the Virtual Hills virtual world
say they're strongly connected to the franchise, while 96 percent of
viewers who do all of the activities above and also create their own
content online around the show report a strong connection.
The MSE case study also finds that the value of television advertising
grows as viewers connect with marketing messages across screens.
-- More than 75 percent of viewers who watched "The Hills" on television
recognized a TV ad, but that number jumped nearly 10 percent among
viewers who interacted with content from the same sponsor on MTV.com
or in Virtual Hills.
The MSE case study joins the Nick True-Reach Meter tool in MTVN's
portfolio of engagement research and tools. The single-source measurement
tool takes an entirely new approach to measuring multiplatform consumption
for all Nickelodeon Kids & Family Group brands across television, online,
magazines and consumer products.
Partnership with Marketing Evolution
Close also announced a new partnership with Marketing Evolution, a
custom market research and consulting firm dedicated to improving marketing
ROI for leading global brands. Through the partnership, MTVN will be the
first media company to offer clients "Effectiveness Targeting," a suite of
measurement solutions based on Marketing Evolution's premium data analysis
and marketing effectiveness metrics.
"Our partnership with Marketing Evolution will allow marketers, for the
first time, to see exactly how our brands can deliver on attributes ranging
from awareness to word-of-mouth," said Close. "'Effectiveness Targeting'
represents a major breakthrough in marketing accountability. Nothing like
this exists in the market today."
With "Effectiveness Targeting," MTVN will empower its partners to
identify a specific marketing goal -- ranging from building awareness
around product launches to immediately driving sales -- and optimize
advertising buys to achieve that goal with the best possible ROI. The new
tool strengthens MTVN's arsenal of ROI measurement systems, and will help
the company work together with marketers to effectively target their
About MTV Networks
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with more than 150 channels worldwide, owns and
operates the following television programming services -- MTV: MUSIC
TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV
LAND, SPIKE TV, CMT, LOGO, NOGGIN, THE N, VH1 CLASSIC, MTVN INTERNATIONAL
and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services,
all of these networks trademarks of MTV Networks. MTV Networks connects
with its audiences through its robust consumer products businesses and its
more than 300 interactive properties worldwide, including online,
broadband, wireless and interactive television services and also has
licensing agreements, joint ventures, and syndication deals whereby all of
its programming services can be seen worldwide.