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