MTV Reports First Summer Viewership Growth in 6 Years
MTV's efforts to reach a younger audience are paying off.
Once a summer staple for kids on vacation, Viacom Inc.'s (VIAB) - Get Report MTV network lost its luster in recent years, but the network reported a growth in summer viewership this year for the first time in six years.
MTV makes up about 15% of Viacom's overall revenue. In the third quarter, Viacom's networks generated $2.56 billion in revenue, MTV accounts for 76% of Viacom's revenue during the usually slow summer period.
Primetime viewership in the network's targeted 18 to 34 demographic rose 31% in August, according to Nielsen Holdings PLC (NLSN) - Get Report data provided to Reuters.
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