Post Type:post Popcorn and a Movie | Viamedia

MTV Movie Awards 2015 - Cable TV Advertising - Viamedia

You’ve got to hand it to the ‘creatives’ over at MTV… they sure come up with some whimsical statuary for their annual awards programs.

There is, of course, the “Moon Man” for the granddaddy of them all, “The Video Music Awards.” There’s also the “Maul and Wedge” for the “Woodie Awards”, and since 1992 the “Golden Popcorn” statue for the “MTV Movie Awards” which will air Sunday, April 12th.

Going on its 24th edition, the “MTV Movie Awards” recognizes the most popular films of the past year (through on-line voting), and while it may not be as well-known as the “VMAs”, the “Movie Awards” is still a very popular annual event, attracting millions of viewers.

The audience-drawing power of the show can be seen in the slide below in which we track the ratings and shares for the two hour Sunday time period (9-11pm) one week before, during and after the “MTV Movie Awards”  — in essence, there’s a 5-fold increase in MTV’s ratings and shares:

MTV Movie Awards 2015 - Viamedia - Advertising on Cable TV

Last year’s 2014 show was the second highest rated cable network in its time slot (out of 200+ cable networks reported by Rentrak); and, although the show was down from the previous year, it was still significantly higher than the previous airings in 2011 and 2012: 

Viamedia - MTV Movie Awards 2015 - Cable TV Advertising

Deep in the Heart of Texas

Sometimes assumptions are just plain wrong.

I never really thought of MTV as being popular in the state of Texas, but if the “Movie Awards” are any indication, Texans definitely “want their MTV.” Last year, six out of the Top Ten highest DMA ratings were from the Lone Star State, ranging from #1 Laredo (196 Index) to #10 El Paso  (152 Index):

MTV Movie Awards 2015 - Viamedia - Cable TV Advertising

Local Cable Advertising Demand

While overall local cable advertising for the “MTV Movie Awards” is not at the same levels we typically see for either high profile shows in general or annual programming events in particular, there still has been, nevertheless, significant growth in the show.

Within the markets that exhibited advertising on the “MTV Movie Awards” over the past two years, we have seen more than a doubling of ad investments, driven by large increases in the number of 30-second spots and higher unit rates:

1)      69% rise in the number of 30-second units;

2)      33% rise in unit pricing;

3)      23% rise due to the multiplicative effect of units sold and pricing.

Source: Viamedia internal analysis of B.I.G.SM    database (Sports & High Profile Tracker module) across all markets that exhibited local cable advertising on the “MTV Movie Awards” over the past two years (2013 & 2014.) Copyright © 2015 by Viamedia, Inc. All Rights Reserved.

Just as the “Movie Awards” generate a surge in audience levels for MTV, so, too, is there a surge in local advertising for the network on the day of the event. In essence, MTV’s 2014 share of total Viamedia advertising doubled when compared to the Sunday before the “Movie Awards”: 

2015 MTV Movie Awards - Advertising on Cable TV - Viamedia

High profile, annual cable events attract a broad array of local advertisers, and the “MTV Movie Awards” is no exception. Aside from the Automotive category (which captures almost a third of all local cable investments), the Tune-In and School/Recruitment categories together represent 30%. That is not surprising. Traditionally, annual award events tend to attract “light viewers” and in the case of the “MTV Movie Awards” younger viewers as well – both of which are highly desirable targets for other cable (and broadcast) networks. As for the School/Recruitment category, clearly these advertisers are seeking to reach a young adult target:

Advertise on Cable TV - MTV Movie Awards - Viamedia

Back to the Nokia

The 2015 “MTV Movie Awards” is returning to the Nokia Theatre (in Los Angeles) where, last year, Conan O’Brien served as Master of Ceremonies. This Sunday, April 12th, MTV has swapped out one comedian for another as stand-up comic and writer, Amy Schumer, will host the show.

In early March, MTV announced the nominees, including box office smash hit, “American Sniper”, which has been nominated for “Movie of the Year” along with its star performer (Bradley Cooper) for “Best Male Performance.”

But don’t expect a conventional awards ceremony (like the “Oscars.”) This is, after all, MTV — the cable network that built its reputation on being counter-culture. That is why we also get to vote on such categories as “Best Shirtless Performance” and “Best Scared-As-S**t Performance.”

So, expect several outrageous moments and perhaps a few (or many) choice expressions bleeped out as this annual event takes the airways, attracting a highly engaged audience that has already voted on-line for the ultimate winners of the “Golden Popcorn.” 

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– Written by Jonathan Sims, VP Media Research, Viamedia