• Advertising Age, Monday, November 10, 2008 9:30 AM

MTV is trying to make it easier for advertisers to find elusive young men on TV, by packaging together programs in its network that deliver that audience.

Comedy Central's "South Park" and Spike's "The Ultimate Fighter," which both air at 10 p.m. Wednesday, are collectively sold as a "man's block." The shows' combined ratings account for a big share of the male 18-to-34 demo.

Electronic Arts and other advertisers are now using the Wednesday man block to customize ads. On Nov. 12, EA will run three theatrical trailers for a new video game on Comedy Central. At the same time, over on Spike, EA will air a 60-second ad with a fourth theatrical trailer for the game. Spike is also creating 15-second EA vignettes to run before and after commercial breaks.

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