1. There is only one channel that owns the young adult
demographic. Young adults 12-34 name MTV as the most
recognized network. MTV is the best way to connect with 12-34’s who are
91 million strong and growing, and represent 33% of the U.S. population.
They look to MTV to find out about their world in their language, from
their point of view.
2. There is only one channel that taps into the
financially powerful young adult demographic. They’re young, and
they’ve got money spend. The MTV audience wields over 250 billion
dollars in buying power. Our audience is 198% more likely than Total
U.S. 12-34 year-olds to reside in homes with a HHI $75K+and represent
$250 billion in spending power. By the year 2010, young adult spending
power is projected to be $350 billion.
3. No other channel can deliver the young adult
demographic like MTV. MTV is consistently named the top choice for
advertisers who want to reach this coveted market, MTV has been voted
World’s Most Valuable Media Brand four years in a row. "MTV has had as
far-reaching an influence on many facets of popular culture as any cable
television network. It’s (MTV) effects on music, TV and lifestyle
fashions have been deep and enduring" (Daily News, 7/01). Why?
"Everyone who has a TV knows there is something called MTV."
(Businessweek, 2/18/02). Since most cable networks typically skew
35+, you could be missing out on reaching valuable young viewers. By
adding MTV to your media schedule, you can attract and capitalize on
the12-34 year old audience.
4. Our audience is deciding what they want. MTV’s
median age is exactly when a majority of young American adults begin to
form life-long brand loyalties. Young adults 15-17 are excited consumers
and extremely impressionable. Now is the time to influence their
choices. 12-34 year olds have higher brand recall and more recognition
than 35-49 year olds. In fact 69% make their purchasing decisions based
on brand name, not price.
5. Our audience gets what they want. When it comes
down to shelling out money, this crowd wields a lot of influence and
spending power. In total, persons age 12-34 accounted for 41% of all
retail shopping dollars spent last year. In fact, 12-34s spend more
money shopping per person than did those over 35 years of age. Plus,
"48% of young adults have a say in family decisions from paper towels to
vacations" (USA Today, 10/6/99).
In the past year, MTV viewers 18-34 have spent:
• $8 billion of on clothing expenditures
• $845.5 million on video game systems
• $2.2 billion on fine jewelry
• $5.5 billion on major household furnishings
• $885 billion on audio equipment
• $5.3 billion on foreign vacations
• $21.6 billion on personal computers (home use).
6. Our audience just keeps on watching. MTV has
experienced ratings growth over the last two years among our target
audience of 12-34 year-olds. MTVhas spent 26 consecutive quarters
(3Q97-2Q03) as the top rated basic cable network. And the audience just
wants more and more and more MTV. Get on board today. MTV can take you
where you need to be.
Source: Nielsen, 2003 US Census; Nielsen Base P12+2;
Nielsen UE Estimates for 2002/2003 Teenage Reasearch Limited, Fall 1998,
U.S. Census Bureau;
Interbrand Survey 2003; Teenage Research Unlimited, Fall
1998; Nielsen 2Q99, Youth Markets Alert April 1998 and Dubrow
"Advertising Recognition Recall by Age", 1995, Nielsen 3Q ’02, MRI
Doublebase 2003, Base 18+