2007 MTV Video Music Awards Scores 6.4 Rating Up 23% From 2006 Telecast

MTV.com Also Sets Record Numbers in Both Unique Visitors and Streams

NEW YORK, Sept. 11 -- MTV: The 2007 VMAs delivered a 6.40 P12-34, growing 23% vs. last year's awards.

Plus, the 2007 VMAs are now the highest rated telecast on ad-supported cable year-to-date among P12-34.

The show averaged 7,081,653 viewers P2+ (up 23% versus last year) and 4,999,060 P12-34 viewers.

MTV.com set record numbers in both unique visitors and streams.

MTV.com Uniques: MTV.com registered 2.6MM unique visitors yesterday, 40 percent higher than last year on the day of the VMAs and by far the site's highest-trafficked day ever. In fact, traffic to the site yesterday beat the previous all-time record holder -- last year's day-after VMAs -- by 32 percent.

Streams: MTV.com has topped its day after VMA record of 6.7M streams with today's delivery of over 7M total streams as of 3:30pm. For 9/09/07, the on demand show delivered a total of 871K streams up to midnight through MTV.com and MTV's syndicated video player which includes MTV's streams on other sites. And as of 3:30pm on Monday there have been 6M streams for the 2007 MTV Video Music Awards On-Demand.

***PLEASE NOTE THAT WE WILL HAVE A MORE DETAILED ANALYSIS LATER TODAY ***

About MTV

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services -- MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of which are trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services. The network also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

SOURCE MTV.com
http://www.mtv.com/

[EDITOR'S NOTE: What follows is the afternoon update with the final national Nielsen ratings.]

2007 MTV Video Music Awards Score Quadruple Threat

TV Ratings Jump 23 Percent, MTV.com Shatters Traffic and Video Stream Records, MTV Mobile Sets Record, and Marketing Partners Win Big

NEW YORK, Sept. 11 -- Just like the "Quadruple Threat" handed out at the show, the Video Music Awards rocked out in four key categories - on-air, online, on mobile and with marketing partners.

Ratings Jump By 23 Percent

The 2007 VMA premiere averaged a 6.40 P12-34 rating, representing a 23 percent increase over last year's VMAs. This year's VMAs rank as the highest- rated telecast on ad-supported cable for the year to-date among P12-34. The premiere averaged over 7 million viewers P2+. All VMA programming (pre-show, premiere, post-show and repeat) reached more than 23.6 million viewers P2+.

The VMA Pre-Show averaged a 3.13 P12-34 rating, a 72 percent increase versus last year's pre-VMA show, while the post-show earned a 4.66 P12-34, up 86 percent from last year.

MTV.com Traffic and Streams Soar

MTV.com scored a triple win, shattering records for unique visitors on the day prior, day of and day after the VMAs.

MTV.com attracted 4.7MM unique visitors by just 1 p.m. ET yesterday (9/10/07),* making it the highest-trafficked day on the site ever and a 140 percent increase from the day after last year's VMAs (9/1/06).

Monday's incredible performance comes on top of Sunday (9/9/07), which itself set a daily record for unique visitors. On Sunday, the site attracted 2.6MM uniques, a 40 percent increase over last year's day-of-show numbers (8/31/06).

On Saturday (9/8/07), MTV.com logged 1.4MM unique visitors, a 40 percent increase over last year's day prior to the show (8/30/06).

Just as MTV.com set back-to-back records for uniques this year, the site set new benchmarks for streams.

Viewers generated more than 17.4MM streams on Monday (9/10/07) - an astonishing 160 percent increase over day after last year's show (9/1/06) - and a one-day record. The embeddable player, which allowed bloggers and fans to paste video from MTV.com onto their own sites and homepages, generated nearly another 4MM streams, bringing the total number of streams to 21MM.

In addition to streaming video, viewers also cast nearly 100,000 votes for their favorite performances, moments and awards. Viewers' votes will inspire the three re-mix editions of the VMAs - "The Celebrity Commentary Edition," which airs tonight at 10 p.m. ET/PT; "The Viewer's Choice" remix, which airs Thursday at 6 p.m. ET/PT; and the celebrity performances and un-aired Fantasy Suite performances, which airs Saturday at 11 p.m. ET/PT.

Fans Dial In to MTV Mobile

Fans also followed all the action on their mobile phones, streaming video clips and texting their votes for Best New Artist. On Monday, MTV Mobile generated the most video streams ever in a single day

- more than double what the service delivers on an average Monday. In fact, the VMAs proved so popular on the mobile platform that VMA clips accounted for all of the top 20 videos viewed on MTV Mobile. MTV Mobile published over 200 VMA-related clips during the days leading up to and following the live show - an unprecedented number of clips for a single event on the mobile channel.

Viewers who purchased the two Britney Spears ringtones available exclusively on MTV Mobile following her performance drove MTV Mobile to record days on Sunday and Monday. Subscriptions to MTV Mobile on both days were double previous daily records.

Additionally, hundreds of thousands of votes were cast for the Best New Artist category on the day of the show itself, with nearly 120,000 text messages logged between 9 p.m. and the cutoff time of 10:34 p.m. ET.

VMAs and Sponsors Win Big Via Live Dial Test

During the show, MTV conducted focus groups and a live dial test with viewers to get their reaction in real time reaction to the VMAs. Focus-group viewers thought the show had a "different vibe," a "new energy" and that it felt like a "crowd at a live concert." (Other comments: "The performance on the roof with Kanye was awesome! I liked how he moved through the crowd and worked it" and "It was all about the music this year.") The live dial test revealed that 82 percent of the viewers said they enjoyed watching the show and 77 percent said they would be talking about it with friends.

Viewers in the live-dial test also responded strongly to the event's sponsors. The results - there is a lot to gain by being involved with the VMAs:

-- As a premier event for young people, the test showed they expect sponsors to treat the event in kind, by featuring customized, unique creative spots. Overall, custom spots created for the VMAs generated stronger engagement scores than traditional spots.

-- 7 out of 10 respondents agreed that the VMAs feature advertising that is more relevant to their lifestyle than what they typically see on other networks.

-- 8 out of 10 respondents also say that brands should advertise on the VMAs if they want to connect with consumers like them.

-- The majority of viewers said they had an overall better impression of the brands/products advertised in the VMAs. They also thought that brands were cooler than before by being associated with the VMAs were more likely to talk to someone about brands/products that they saw advertised on the VMAs

-- The majority of viewers also responded favorably to the fit of this year's VMAs sponsors.

The official sponsors of the 2007 MTV Video Music Awards are Chevy, Herbal Essences, Neutrogena, Pepsi Smash, Rhapsody, Sprint and Taco Bell.

* Full-day traffic reporting to come tomorrow.

About MTV

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of which are trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services. The network also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

SOURCE MTV
http://www.mtv.com/