[12/20/07 - 08:56 AM]
An MTV Tale ... of the Year 2007
MTV spins the numbers for the year to date.

[via press release from MTV]

An MTV Tale ... of the Year 2007




New York, Dec. 19 --

In 2007, some counted us out -- Too old, too lame, "a creative drought." So, to all of those who made this case, A toast to you -- now, in your face!

-- MTV #1 rated 24 hour ad-supported cable network among P12-24, now 43 consecutive quarters.

-- MTV Mobile #1 music brand in the wireless space, delivering a stunning 16 million streams in 2007, up 90% over 2006.

-- MTV2 #1 concentration of males 12-24 in all of television.

-- mtvU #1 college network on-air, online & on-campus, with distribution to 7.5 million students and upwards of 7 million uniques per month online.

-- MTV On Demand #1 in the VOD TV Entertainment Category.

This year saw its ups and downs, Yet no doubt we held our ground. On-air, online and on the go, Breaking records -- brands and shows.

-- November '07 was the most watched November in MTV history among P12-34 fueled by 3 of the top 10 P12-34 rated basic cable series for the year, including The Hills, A Shot At Love With Tila Tequila, and Real World.

-- 2007 is the highest rated year in MTV2 history among P12-34.

-- MTV.com scored double-digit growth -- Average monthly uniques in 2007 grew by 35% over 2006, while average monthly streams in 2007 grew by 31%.

Challenges abound and tastes will change, Technology will come and turn the page. Yet, MTV's out there changing the game, With our audience doing the same.

-- MTV's first-ever game "Rock Band," continues to sell out everywhere after voted Best of Show at E3 2007 and declared "Game of the Year for Teens" by USA Today.

-- Social activism site, Think.MTV.com launches with more than 1 million page views in the first month, and now claims 350 registered partner organizations.

-- MTV launched nine social-media portals (RealWorldCasting.com, IAmOnTila.com, WannaBeMade.com, MySuperSweet16.com, NextorNot.com, ShortCircuitz.mtv.com, YoMomma.tv, Thelookrightnow.com, DancesFromTheHood.com) engaging audiences and generating 75 million page views and nearly 6 million visits throughout the year.

-- MTV launched 6 new virtual worlds in '07 and welcomed more than 1.5 million new users.

The MTV viewer is who we know best, Together we work to create what's next. We believe in them, as they do in us, And all that we do is a matter of trust.

From Tila Tequila and the VMAs, To Real World "down under" and The Hills craze. From Virtual Worlds and MTV2, To MTV Tr3s and mtvU.

From MTV Mobile and VOD, To a little game called Rock Band that came to be. From MTV.com and breaking new bands, To our political forums which are creating new fans.

Each has defined this year in review, Where MTV prevailed and continues the coup. Now a look back where we made our tracks, Don't believe us? Here are the facts ...


-- November 2007 was the most watched November in channel history among P12-34.

-- 4Q07 to date, MTV is posting P12-34 ratings growth over last year, fueled by year-to-year gains in November and December.

-- MTV celebrates 16 straight years as the number one rated 24 hour ad-supported cable network among the P12-24 demographic.

-- MTV is the #1 rated 24 hour ad-supported cable network among P12-24 for 43 consecutive quarters, and #1 among P18-24 for 41 consecutive quarters.

-- In 2007, MTV is the #1 rated cable network among college students.

-- In a given quarter, more than 98 million different viewers watch MTV; in addition, over 47 million viewers are from our core P12-34 demographic.

-- For the year, MTV ranked number one in the 10 Spot (Mon-Thu 10-11p) among P12-34 versus all cable competition.

-- MTV has 3 of the top 10 P12-34 rated basic cable series for the year, including The Hills, A Shot At Love With Tila Tequila, and Real World.

-- The 2007 MTV Video Music Awards (9/9/07) premiere was the highest rated telecast (excluding sporting events) on ad-supported cable among P12-34 for 2007. With a 6.54 P12-34 rating, the VMAs were up 23% from last year's awards show. In its first week, this year's Video Music Awards programming reached over 37 million total viewers.

-- The 2007 MTV Movie Awards (6/3/07) delivered a 3.50 P12-34 rating and increased 9% from last year's awards show; it was the #1 rated telecast in television for the night among P12-34, beating all Broadcast and Cable programming; overall this year's Movie Awards programming reached over 28 million viewers.

-- A Shot At Love With Tila Tequila was MTV's highest rated new series among P12-34 in 2007 averaging a 3.1 rating and ranked #1 in its time period among P12-34.

-- The Hills is the #1 original series on cable among P12-34 in 2007. Season 3 averaged a 4.4 P12-34 rating and over-delivered season 2 by 51%. The Hills Season 3 is MTV's highest rated season of a series since The Osbournes Season 1.

-- Both Life Of Ryan and Making the Band averaged over a 2.0 P12-34 for their seasons.

-- Run's House, Rob & Big and Newport Harbor all ranked #1 in their time periods versus all cable competition among P12-34.

-- A cable first, MTV premiered the entire Broadway production of Legally Blonde The Musical (10/13/07). It ranked #1 in its time period (Sat 1-3:49p) among P12-34 across all of television, even over- delivering broadcast.


-- In September, MTV.com topped its previous record-breaking month of August with nearly 38 million visitors to the site, marking a +45% increase propelled by the 2007 Video Music Awards which drove massive traffic to MTV.com with VMA content reaching nearly 18 million users this year.

-- For the year, average monthly uniques in 2007 grew by 35% over 2006, while average monthly streams in 2007 grew by 31%. For the year, MTV.com has served up just shy of a billion videos (nearly 900 million).

-- The Hills was MTV.com's most popular show in 2007 with streams topping 100 million for the year.

-- The 2007 Video Music Awards drove massive traffic to MTV.com with VMA content reaching nearly 18 million users this year.

-- MTV launched six new virtual worlds, including "Virtual Hills," "Virtual Real World Sydney," "The Virtual VMAs," "Virtual Pimp My Ride," "Virtual Kaya," and "Virtual Newport Harbor."

-- More than 1.5 million people have registered for MTV's virtual worlds.

-- Time spent in MTV's virtual worlds is averaging more than 30 minutes, and viewers have spent more than 183 million minutes in-world this year.

-- More than 15 top-tier sponsors have participated in MTV's virtual worlds including Pepsi, Proctor & Gamble, AT&T, Universal Studios and Estee Lauder, which recently sponsored the "M by Mariah Carey Virtual Ford Models Search."


-- MTV Mobile video saw continued strong growth in 2007 as stream volume increased 90% vs. 2006.

-- MTV Mobile launched MTV Tr3s Mobile as a separate video channel across multiple carriers in March '07 and saw unprecedented growth. Streams have grown an avg. of 65% month-to-month since launch.

-- The day after the 2007 VMAs was the most highly trafficked in the history of MTV Mobile video since launch on 2006, generating nearly double the number of average daily streams.

-- The most-viewed show content of 2007 is the made-for-mobile original series, Dances From the Hood.

-- MTV Mobile launched an ad-supported WAP site in March '07 and has seen 54% growth month-to-month since launch.

-- The MTV Mobile ringtone/wallpapers subscription service also saw unprecedented growth in '07, enjoying over 80% growth in new subscribers month-to-month throughout the year.

-- MTV Mobile continued to be an industry leader on 2007, being first to market on a variety of products, services and applications:

-- First-ever live simulcast of the VMAs on mobile phones.

-- First-ever live, multiplatform (on air/online/mobile) of a political event (MTV/MySpace Presidential Dialogues: McCain).

-- First-ever live simulcast on Verizon Wireless' EVDO V CAST mobile video service (MTV/MySpace Presidential Dialogues: Obama and McCain).

-- First-ever mobile lyrics search (SMS and WAP) product in partnership with Gracenote.

-- Announced first-ever media/entertainment brand to launch a mobile- only social network with MTV Tr3s "Con3xion."


-- 2007 is the highest rated year in MTV2 history among P12-34.

-- 2007 marks five consecutive years of P12-34 growth for MTV2.

-- 4Q07 marks the 20th consecutive quarter where MTV2 has posted viewership growth versus the prior year among P12-34.

-- For the year, MTV2 has the highest concentration of young males (M12-24) in all of television.

-- In a given quarter MTV2 reached over 44 million viewers (P2+).

-- MTV2 is now available in over 71 million homes.


-- Acquired by mtvU in February, top collegiate professor ratings site RateMyProfessors.com closes year up 120% (unique visitors) -- setting new daily, monthly and yearly traffic records.

-- mtvU's College Media Network welcomed 50 new online student newspapers, closing year with over 550 affiliates.

-- Record online growth bolsters mtvU's position as the second most trafficked set of general interest college-focused websites.

-- mtvU now available on 750 campuses nationwide -- representing 85% of four-year colleges and universities.


-- MTV Tr3s is available now in over 50% of the Hispanic TV Household Universe.

-- MTV Tr3s current universe is 6.2 million Hispanic TV Households and 31.9 million total US TV Households.

-- MTV Mobile launched MTV Tr3s Mobile as a separate video channel across multiple carriers in March '07 and saw unprecedented growth. Streams have grown an avg. of 65% month-to-month since launch.


-- MTV On Demand is #1 in the VOD TV Entertainment Category according Rentrak.

-- Orders to MTV On Demand content are up 145% vs. 2006.

-- The number of unique set top boxes that placed orders to MTV On Demand content increased 70% vs. 2006.

-- MTV On Demand celebrated several firsts in 2007 including MTV's first movie premiere on VOD: Sweet 16 The Movie (Comcast), and MTV's first VOD instant updates during VMA weekend (Comcast & TW). MTV On Demand also premiered several series in 2007 including Two A Days (Comcast), Real World Sydney (Comcast), and Kaya (Time Warner).

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 100 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, NOGGIN, VH1 CLASSIC, LOGO, 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 95 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.

http://www.mtv.com http://Think.MTV.com

  [december 2007]  


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