The 2003 MTV influential moviegoers study

Elaine Nefsky and Matt Catapano

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process.

The 2003 MTV Influential Moviegoers Study

Elaine NefskyAudience Research, MTV Networks, United States

Matt CatapanoResearch & Planning, Audience Research, MTV Networks, United States

Mike GarrisonAudience Research, MTV Networks, United States

INTRODUCTION

Movie studio advertising represents MTV's number one domestic Advertising Sales category, generating over $100 million in revenues each year; however, our sales and marketing teams were having difficulty persuading the movie studios to increase their advertising buys on our screens, both on-air and online. This difficulty stemmed from four major misperceptions the studios had about our viewers:

  1. Young adults are indiscriminate moviegoers; they simply “show up”...

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