• by Paul Gough , May 4, 2004

At its upfront presentation tonight, MTV Networks is expected to reveal new research showing that it's the prime beneficiary of the falling numbers of adults 18-34 at most of the broadcast networks.

MTV Networks saw its 18-34 delivery jump 12 percent in the fourth quarter of last year compared to the same period a year earlier--the highest of only two networks that had double-digit gains in gross ratings points in the period.

According to the Nielsen Galaxy research, The WB dropped 18 percent in GRPs, ABC fell 11.7 percent, and NBC dropped 9.2 percent. Disney's GRPs in the demographic were flat, Fox's were up almost 1 percent, and Discovery's rose 4.6 percent. Only Turner's rose comparably--up 10.7 percent, according to the data to be released by MTV.

That doesn't tell the whole story, said Betsy Frank, MTV Networks' executive vice president of research.

"The broadcasters didn't just lose ratings, but they actually lost reach across their prime time schedules," Frank said. She said it's a problem not only of viewers tuning out the networks, but also of not bothering to tune in at all--and a problem of viewers losing confidence and trust in broadcast's ability to deliver the entertainment they crave.

That's where MTV Networks comes in with its new slogan: Consumer connection, advertiser advantage. It builds upon Intermedia Advertising Group research presented at last year's upfront that found that MTV Networks score highest on relevancy, connection, and trust.

Frank said that the research presented tonight points to MTV Networks as a place that makes a deep connection with its viewers.

"People are losing trust in institutions, and people are looking for brands they can always depend on--trust. Our viewers believe we're telling them the truth and are honest," Frank said. That's not just MTV or VH1, but across all the networks, she said.

"MTV Networks is all about the consumer," said Bob Bakish, the company's chief operating officer for advertising sales. Bakish said that the networks invest in research that finds out what the demographics are looking for-- not only on television, but also how they consume media--providing a deeper understanding of its viewers.

Wednesday's event will be MTV Network's second full upfront presentation. Last year's event was a star-filled, high-energy presentation that included performances by Elton John and Kid Rock, as well as appearances by Jewel, Paris Hilton, P Diddy, and Ozzy Osbourne, among others. This year's event will include John Stewart, Jessica Simpson, and Nick Lachey, and performances by Alicia Keys and Fleetwood Mac.