2008 MTV VMAs Deliver Demo Success
2008 edition of Video Music Awards delivers 15% increase over 2007 and 41% increase over 2006 in target 12-34 demo.
By Alex Weprin -- Broadcasting & Cable, 9/8/2008 6:24:00 PM
MTV took a risk in choosing a relative unknown -- British comedian Russell Brand -- to host the 2008 installment of the Video Music Awards, the network’s premiere annual awards special.
Now the risk appears to have paid off, as the 2008 VMAs delivered significant improvements over last year’s show in the 12-34 demo MTV targets.
According to Cable Fast National data, the 2008 installment of the VMAs delivered a 7.4 18-34 rating for the network, a 15% increase over 2007 and 41% increase over 2006.
The show was the highest-rated telecast on all of cable in the 12-34 demo this year.
When the simulcast on MTV2 is taken into account, the VMAs delivered an 8.1 grossed rating in the demo across the two networks.
All told and across the two networks during its time period, the 2008 VMAs reached more than 23 million viewers two-plus, with more than 12 million 12-34.
The VMA preshow also delivered an improvement over 2007, averaging a 4.1 12-34 rating, up 32% over last year.
Also seeing a boost from the VMAs was MTV.com. VMA-related pages on the site delivered more than 10 million page views, a 110% increase over last year.
The 2008 installment of the 24-year-old awards show was hosted by Brand, who is very popular in his home country but a relative unknown for U.S. audiences, save for a few movie appearances in supporting roles.
Traditionally, the show has been hosted by a famous comedian or singer. Previous hosts have included Chris Rock, Jack Black, Ben Stiller and upcoming host of NBC's Late Night Jimmy Fallon.
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Retard
Carl - 9/10/2008 5:41:00 PM EDT -
Your article fails to mention the huge anticipation of Britney Spears'
comeback appearance following her now infamous performance of the
VMA's last year.
While giving a tremendous amount of credit to virtual unknown Russell
Brand, it's probably worth a mention that Spears, one of the most famous
celebrities in the world, had been in the promotions for this year's
broadcast and her appearance gained a lot of attention before and after
the event.
Blake McCoy - 9/10/2008 11:56:00 AM EDT -
Worst VMA ever. Russel Blah was annoying and unfunny. He recieved no applause and didnt deserve any.
WontWatchVMAsAgain - 9/9/2008 12:19:00 AM EDT -
Something I haven't seen anything on was their strategy of going to commercial, and showing a partial screen shot for advertisers, while using a portion of the screen for quips and comments, along with trivia questions. I thought this genius, as it kept the viewer in front of the display during what is normally snack/restroom time. Were the advertisers aware of this upfront? Is this a new shift in advertisment viewing? Again, genius.. right up there with the grocery stores new method of "buy 20 for $2 and get $5 off".. instead of $1.50 each..
Todd Pierce - 9/8/2008 11:21:00 PM EDT
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