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"We were everywhere our audience was that night and they were right there with us."
—-Christina Norman, MTV President

MTV MOVIE AWARDS EARNS ITS CLOSE-UP

Ratings, Online Activity All Up Over Last Year
Host Sarah Silverman’s potty mouth and first-time executive producer Mark Burnett’s interactive did the trick for this year’s edition of the MTV Movie Awards.

MTV President Christina Norman heaved a sigh of relief: “This year’s MTV Movie Awards was a success on every level!  We set out to do something different, creating a unique and immersive experience for our audience on every screen.   We were everywhere our audience was that night and they were right there with us." 

Is immersive even a word?

This past Sunday’s premiere attracted more than 20 million views for its two showings, and was the #1 show for the night among persons 12-34, beating all broadcast and cable programming. The show averaged a 3.34 rating for the demo, up 5% over last year. Almost 12 million viewers watched the first broadcast of the show, up 5% from last year’s total of 11.3 million, with the 10 p.m. encore averaging 1.83 for P12-34, a 43% gain vs. last year’s second showing (1.28). The show averaged 2.6 million impressions 12-34, up 10% from 2006’s total of 2.3m. The Pre-Show averaged 1.56, up 2% over last year’s Pre-Show.

MTV.com also showed double-digit traffic growth and triple-digit boosts day of and day after the show.

Among the stats: Unique visitors to the site were up 68.2% to 1.6 million, visits up 68% to 1.6 million, page views up 36% to 12 million), streams up 50% to 3.4 million.

On the day of show, unique visitors (205%), overall visits (203%), page views (319%) and streams (193%) were all up, while day after, the numbers were for unique visitors (159%), visits (151%), page views (612%) and streams (188%).

The show also proved a success in promoting movies and motivating consumers, with 82% of viewers saying they were likely to see a featured movie, either in the theater (61%), DVD (61%) or On Demand (31%). More than two thirds (67%) responded that they are likely to talk about or look for more information about movies featured on the show.

The 2007 MTV Movie Awards sponsors were General Motors, Old Navy, Orbit, Sprint, vitaminwater and Taco Bell

GM revealed all the model cars featured in Paramount’s summer release, Transformers throughout the show and in the first-ever GM-sponsored, commercial-free pre-show on the red carpet. 

Old Navy launched an instore national promotion sending the winning shopper to the show. They also hosted a fashion contest on MTV.com after the event with “great looks” coverage.

Orbit presented the “Dirtiest Mouth Moment” award in commercial time during the show.  Viewers weighed in at orbit.mtv.com on what they thought were the dirtiest mouth moments in a movie.

Sprint had exclusive mobile content from Movie Awards performer Amy Winehouse.

New advertiser vitaminwater co-sponsored this year’s Movie Awards Green Room with samples.

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