An insight into the advertising potential of the MTV Broadcasting Network through an understanding of viewer behaviour
Citation preview
1. CORE VIEWERS OF THE MTV 6 PACK An insight into the
advertising potential of the MTV Broadcasting Network through an
understanding of viewer behavior
2. THE MTV 6 PACK The Music TV Broadcaster MTV Networks Europe:A
multi-channel platform including the core 6 pack of channels Each
channel appeals to a specific audience A core viewer may be
definedTarget a key market in one or across multiple channels
Source: MTV Networks Europe and Viacom Brand Solutions Websites
3.
Original, Innovative and provocative entertainment Exclusive
videos Live performances Maverick attitude Groundbreaking
programmes:
Pimp My Ride
4. Totally Boyband
A-List celebrities Live gigs/Ultimate festivals weekend/MTV
Europe Music Awards MTV UK Core viewer:
Male/Female 16-24 Thrill seeking
MTV UK 5.
Charts Superstars One hit wonders Boy/Girl-bands New videos Old
hits Pop bias MTV Hits core viewer:
Female biased 12-17
MTV Hits 6.
New programmes Urban talent and Hip-hop Sexy and slick Stylish
videos Artist driven programmes MTV Base core viewer:
Male/Female 16-24
MTV Base 7.
Club culture 24/7 Guestlist Massive anthems Fresh dance Hot
urban and Pop MTV Dance core viewer:
Male/Female 18-23
MTV Dance 8.
Attitude Indie, Rock and alternative Interactive:
Create an hour of videos via the web
Diverse and cutting edge Leftfield perspective Created by and for
Individuals MTV2 core viewer:
Male/Female 16-24
MTV2 9.
Onscreen, multi-platform entertainment experience Audience
control Virtual communities
Upload to TV Online interactive communities Mobile phones
Core viewer:
Male/Female 16-24
MTV Flux 10. MTV2 In Focus Advertising potential of the channels
core audience Alternative youth audience is hardest to engage as an
advertiser MTV2 delivers this core audience to clients whose
products or services require it via through-the-line integrated
campaigns 11. Through-the-line Advertising
Above the line: 30 second TVC on MTV2Press adverts in MTV2
publications Logo presence across MTV2 billboard campaigns Below
the line: Sponsorship opportunities Bespoke events Digital and
Interactive Film partnerships Promotions and Branding
12. Sponsorship Opportunities
MTV2 offers new programming to alternative youth audience The
MTV2 concept can be used in partnership with brands across
platforms Sponsor MTV2 series MTV2 Events and News: Live gigs Ibiza
and Festival News Festivals
13. Bespoke Events
MTV2 defines unique space for client brands engaging in
alternative youth lifestyle Tailored events for local relevancy
Leverage creative/production forces/pan-European platforms
Exclusive MTV Sound System parties Star treatment, competitions and
prizes Product experience
14. Digital/Interactive
Expand beyond televisionNew platforms provide interactivity and
connectivityRespond to audience demand: Digital Broadcast
affiliates Onscreen multi-platform entertainment Partnerships:
Global phone operators MTV Website: Advertise between windows
Online web-banners
15. Film Partnerships/ MTV Movie Awards
Advertising support: Leverage to maximize film presence
Integrated sponsorship package Tie in Music and Movie realms
Bespoke creative solutions:
Programmes Competitions Talent access Media strategies
16. Creative concept and design solutions: Fulfill promotion and
partnership briefs On air art breaks and spots Merchandise branding
Brand design Product packaging Pro-social awareness campaigns
Promotional and Branding Elements 17. MTV 6 Pack:Multi-channel
platformAccess a variety of core viewersPinpoint audiences for
maximum return on advertising investment Use existing platforms and
expert insight into MTV audiences Tailor-made campaigns Touch the
consumer in new ways Partnership Opportunities with MTV2: Enter
directly into the psyche of the alternative youth audience Address
specific wants and needsBrand Movement Campaign:Evolve by including
an expanding group of peopleAcross full range of MTV
platformsConclusions