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MTV Ratings Finally on the Rise Thanks to ‘Jersey Shore’

September 5, 2010

All we can say is wow…really??

Published on August 31, 2010 Share

The struggling MTV is enjoying a ratings rebound that began in January, for its first consistent gain in three years – and since July, ratings are up 22% among its core 12-34 demo.

The network has made a number of changes in the hopes of stalling its ratings slump, including new programming spending and some focused research into what younger audiences want to see, writes the Boston Globe.

One big win which has generated plenty of buzz for the network is Jersey Shore, which is now in its second season. The show launched season two on July 29 to 5.3 million viewers, almost quadruple the number that watched the season one premiere. And it is continuing to pull more than 5 million viewers a week. In fact, the show is nabbing the biggest ratings the network has seen in seven years, according to The Hollywood Reporter.

Other new and popular programs include The Hills, Teen Mom, and The Hard Times of RJ Berger. The latter is a coming-of-age scripted comedy, a rare diversion for MTV..

Ratings Up 22%, Ad Revenue Up 4%

Since July, MTV’s ratings have jumped 22% among its core demographic, viewers aged 12-34. Ratings have also risen 15% in core demos across Viacom’s various channels, including MTV, Comedy Central, Nickelodeon and TV Land. One Comedy Central show, Tosh.0, pulls more men under the age of 34 than any other TV show on Wednesday nights.

In the second quarter of 2010, Viacom’s advertising revenue rose 4% compared to last year, for the second straight quarter of positive growth. Viacom expects that number to continue to rise.

New Shows to Continue Momentum

Viacom is working on a variety of new shows to continue the ratings momentum, including a sports news show for Comedy Central created in partnership with The Onion, and a remake of the Teen Wolf movies from the eighties as a series on MTV.

Related categories: Television, TV Cable

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