MTV Ends Decade With Rock-Star Ratings


On the backs of shows such as "Jersey Shore" and "Teen Mom," MTV said it will end 2010 with 16% higher ratings in its target 12-to-34 demo, marking its largest year-over-year jump since 1999.

For the fourth quarter this year, ratings were up 24%, the network said.

Not including sports programming such as "Monday Night Football," MTV said it had all 20 of the top cable broadcasts this year in the 18-to-34 demo. Its "2010 Video Music Awards" with a 10 rating and more than 11 million total viewers was No. 1.

MTV General Manager Stephen Friedman stated: "We continue to rally the organization around a new brand filter that is clearly gaining traction with the millennial audience."

"Jersey Shore," MTV's most-watched series ever, will be back in 2011 and two scripted series, "Skins" and '"Teen Wolf," will also debut. "Jersey Shore" saw a 119% increase in ratings from season one to season two among adults 18 to 34, from a 2.6 to a 5.7. The second season of "Teen Mom" saw a 57% jump.

MTV's impressive growth continued in the digital space. According to comScore Media Metrix, the MTV Music Group sang to more than 57 million unique visitors numbers (November 2010). That's a walloping 200% in year-over-year growth.



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