Wednesday, May 19, 2004

WHAT U DO TO MTV: The FT Creative Business supplement carried an interesting piece this week about how Def Jam elected to avoid MTV Base for its campaign for the new Ludacris album, spending its cash on U instead. Not only is U not as tiny as you might think - it might only play to an average audience of 3,199, but MTV Base only leverages in 7,290 for all its superior EPG position and brand muscle - but, incredibly, MTV won't let you place ads on a specific channel - you have to buy space across the MTV families. Which obviously isn't going to be cost effective.


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