Our Media Buying Agency’s Executive Vice President, Jay Langan, was recently quoted in an article about the challenges MTV’s controversial new show “Skins” has created for advertisers. “Skins” has come under fire recently for showing minors in adult situations and saw many of its advertisers – including Pizza Hut, H&R Block, Subway and GM – pull their advertising from the show after its first episode.
Despite the controversy, MTV is still expecting around 1000 media buyers to attend their upfront presentation on February 2nd; showing just how important the network is in targeting young consumers:
“With the MTV networks, and in particular MTV, there’s a lot of demand. And when you are trying to target the 15-to-25 market, there aren’t many networks that deliver the way that an MTV does,” said Jay Langan, executive VP of California-based media buyer Ocean Media.
In fact, most of the advertisers that drew away from “Skins” placed that money back into other MTV shows. With the hit show “Jersey Shore” still going strong and a bunch of new shows on the horizon, MTV should continue to be one of the most consistent networks at gaining the attention of young TV viewers.
Our agency’s media buying strategy places a heavy focus on analytics. We monitor and optimize all aspects of the campaign to make sure our clients are achieving the highest return on their investments possible.
Source: Broadcasting & Cable