Wednesday, January 25, 2017
MTV Getting Help From 'Friends'
Since installing Friends three weeks ago in a two hour 6-8 p.m. ET/PT block, younger viewers have been here for MTV, helping to boost the network's returning primetime shows. And the network hopes that Rachel, Monica, Phoebe, Chandler, Joey and Ross will help it launch a slate of new shows beginning next month, reports Broadcasting&Cable.
"Friends no doubt is a show we hear about constantly in focus groups when we're with millennials. It's very top of mind, it's a show that's very aspirational for them," said Laurel Weir, senior VP of strategic insights and research for MTV. "Historically we're very picky with the acquisitions we might put on MTV and this was a huge get for us because it speaks to the audience so poignantly."
Friends has quickly become MTV's top-rated acquired program. In its first two weeks it improved its timeslot by 11% among women 18 to 24. It's attracting 46% more new viewers to the network among 18 to 24-year-olds and 56% more new viewers among 12 to 17-year-olds. And though it averaged slightly lower adult 18-34 ratings than the programs it replaced (Catfish and movies), the trend is good, with adults 18-34 up 8% week to week and women 18-34 up 10%.
The addition of Friends has contributed to a good month for MTV. Ratings so far in January are up 9% among people 18-34 and 7% among people 12 to 34, compared to December.
Turning around MTV is a priority for Viacom, whose youth-oriented cable networks have been losing viewers to digital entertainment options for several years.
Posted 3:25:00 AM