MTV Brasil’s ad revs up

Sales growing with network's aud growth, G.M. sez

RIO DE JANEIRO — Despite Brazil’s economic slowdown, music net MTV Brasil has upped its ad revenue.

Ad sales to date were up 22% in the six months ended in June versus the same period a year ago, general director Andre Mantovani said, adding that the network has reached 86% of its full-year revenue target.

Ad sales are growing with the network’s audience growth, Mantovani explained. MTV Brasil’s target audience has upped 51% in the first half of the year in relation to the same period last year.

“Audience studies show we have strong growth in low-income demographics and are keeping our strength in the upper demographics,” Mantovani said, citing ratings agency and research company Ibope.

Mantovani said MTV Brasil’s audience began to grow in the wake of a programming shift in 1999.

The net reduced its almost total reliance on music videos and added music-oriented talk and variety shows, mostly original programs produced at MTV’s four studios in Sao Paulo.

By year-end, MTV Brasil plans to launch an animation series targeting teen/adult audiences, to be produced by a local indie outfit.

MTV Brasil is a joint venture of Viacom’s MTV Networks and local publishing giant Abril, and operates independently of the other Viacom networks in Latin America.

MTV Brasil reaches 16.3 million of Brazil’s approximately 40 million TV homes via UHF stations and pay TV operators that together cover about 40% of the country.

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