The 2003 MTV Influential Moviegoers Study

Elaine Nefsky
Audience Research, MTV Networks, United States

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

Mike Garrison
Audience 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” at the theater to hang out with their friends with little regard to what they see.